Ryvita has appointed Propeller Direction to assist in its ongoing
mission to be seen as a tasty snack, not just a diet food.
The budget is said to be a six-figure sum. The agency’s first work with
the brand will kick off with activity to push its 70th anniversary in
the new year.
Propeller will build stories about the brand’s heritage, including Julie
Andrews’ stint as the ’Ryvita girl’ in the 1950s.
There is also research under way into the health benefits of rye. The
agency is expected to develop stories from this as more details
Marilyn Wicks, Propeller Direction’s client services director, said:
’The work will also involve getting down to talk to the media about
their perceptions of the brand.’