GNC ad campaign to cost $30 million. (General Nutrition Cos Inc.)

Nutrition giant hires New York agency for national TV blitz

DOWNTOWN - General Nutrition Cos Inc. has taken its creative advertising out of house, doubled the budget to $30 million and splurged on a big New York agency.

The retail chain hired image maker Deutsch to position it nationally in a television advertising campaign. Deutsch, which claims billings of $370 million, is a specialist in creating an overall brand image for clients such as IKEA, Prudential Securities and CNN.

"It confirms that GNC is willing to try new things, and it's a celebration of growth," said Dwayne Sigler, GNC vice president of marketing, whom the company recruited from Minnesota-based NordicTrack Inc. last May.

GNC's ads have centered on specific products. …