Ryvita

Bland, worthy and old fashioned. Not exactly aspirational descriptors for any Brand.

Unfortunately, if a year ago you were to have asked a hundred people to come up with words to describe Ryvita then these would likely have been in the top 10 answers.

To compound the problem, the product was pigeon-holed as relevant only to people on diets.

Fortunately Ryvita's marketing team reframed this problem as an opportunity and sought to improve perceptions of the Brand. However, rightly they were concerned that Ryvita loyalists should not be alienated and that the essence and integrity of the Brand should be protected.

The brief was to re-energise the Brand and inject some contemporary relevance. In support of this objective CSR were involved in the launch of Ryvita Minis.

Ryvita Minis were to be positioned as a tasty, healthy snack, relevant to today's way of life. New advertising was required.

Two advertising routes were proposed, a safe route and one which the Marketing Team considered to be riskier.

Our research informed the clients’ decision making and inspired them to pursue the ‘riskier’ route, a fun tongue in cheek campaign with the potential to reinvigorate the Brand.

We are proud to report that since their launch, Minis sales have enjoyed phenomenal success and sales have risen 40% in the last 12 months - Sorted.