Ryvita appoints Propeller to push taste proposition

Ryvita has appointed Propeller Direction to assist in its ongoing mission to be seen as a tasty snack, not just a diet food.

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

emerge.



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.’



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