Ryvita has kicked off a £10m campaign as part of rebrand, which marks the biggest marketing investment at the crispbread company in its 89-year history.
The campaign includes advertising across TV, digital, cinema and experiential, and forms part of the brand’s strategy to “challenge consumers’ preconceptions” around the range and position Ryvita as a product to eat every day.
TV advertising, for both Ryvita Crispbread and Ryvita Thins, breaks on 14 September and is based on the theme ‘Ryvita – Anything goes’ to promote the variety of meals consumers can create.
The launch will broaden the appeal of Ryvita and encourage more consumers, including men, to experiment with the range of 11 Crispbread varieties.
Claire Sutton, marketing controller at Ryvita, commented: “Our priority is to deliver for consumers by dialing up our taste and versatility credentials in a way that combats misperceptions around the Ryvita brand. Our exciting new campaign is unlike anything done before in savoury biscuits.
“It tested exceptionally well at research stage and the launch will help drive reappraisal and volume growth by encouraging new and lapsed buyers to re-discover Ryvita in fun new ways.”
Another element of the campaign will see the launch of a new interactive Ryvita website displaying product information, topping ideas and recipes.
The brand will also ramp up its social media activities by encouraging Ryvita fans to experiment with the product range and share how they eat theirs using the hashtag #RyvitaAnythingGoes.
Designer Ben de Lisi has also created a limited edition Ryvita Tin, available from the Ryvita website.