Ryvita has launched a new £3 million advertising campaign, which will see the brand back on UK TV screens for the first time in six years.
The healthy crispbread brand from Associated British Foods is launching a new modern redesign across its range alongside a newly positioned comms platform.
The redesign will feature in its new TV advert, which shows a woman enjoying a Ryvita with several different toppings. It carries the message, “At Ryvita, we are about living well and eating well, with a little room for ‘ish’.”
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Commenting on the brand’s new positioning, Nikki Wilkinson, senior brand manager at Ryvita, said: “Ryvita is an iconic British brand, but in recent times it had become too focused on the health agenda.
“People didn’t see Ryvita as being relevant to them, we simply didn’t come to mind. For many people, the health agenda has changed from diet and deprivation to taste and enjoyment and we feel Ryvita can play a relevant role in people’s lives today.
“Ryvita shows that an ‘ish’ way of life is having the confidence and attitude to own being imperfect and live with balance.
“Through our new ‘Living with a little more ish’ advert and brand campaign we want to showcase how versatile and balanced our products are and how a fully loaded Ryvita is healthy, natural, delicious and perfect for many occasions.
“On trend for all consumers today – we are here to help everyone live with a little more ‘ish’ and feel good about it, every day.”
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