In 2005, Atkins Nutritionals was a highly damaged brand. The world famous Atkins Diet had been largely discredited as unhealthy, and the company entered Chapter 11. During restructuring, Barker DZP was retained to relaunch the company as a credible nutrition brand, focusing on Atkins Advantage Bars. The resulting campaign achieved a nearly perfect score for effectiveness in a Gallop Robinson study: after exposure to the advertising, 98% of consumers equated the brand with “health and nutrition,” while 0% equated the brand with “dieting.” Atkins emerged from Chapter 11 in January 2006 and remains a category leader.