Ryvita has unveiled a new £3 million advertising campaign, which will see the brand back on British TV screens for the first time in 6 years.
The Associated British Foods-owned brand has modernised and redesigned its image along with a newly positioned comms platform named “Live life with a little more ‘ish’.
The accompanying TV advert features a woman tucking into her Ryvita in various different ways, carrying the message “At Ryvita, we are about living well and eating well, with a little room for ‘ish’.”
As the woman adds toppings to her Ryvita the voiceover continues: “Because ‘ish’ never judges how thick you slather… Healthy-ish. More-ish. Wonderfully weird-ish.”
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“Ryvita is an iconic British brand, but in recent times it had become too focused on the health agenda,” Ryvita senior brand manager Nikki Wilkinson said.
“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.”
“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.”
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