Campaigns: Food & Drink - Ryvita is revitalised by ice-cool approach

Campaign: Revitalising Ryvita
Client: Ryvita
PR team: Wild Card Public Relations
Timescale: March-August 2011
Budget: £46,000

Ryvita appointed Wild Card to develop a six-month consumer campaign to reinvent its crispbread range, giving it a more modern, foodie image.

Objectives

- To provide ways in which Ryvita crispbreads can be served as a snack

- To enhance Ryvita's profile as a high quality food manufacturer.

Strategy and plan

Wild Card chose top chef Valentine Warner and food and drink broadcaster Nigel Barden to co-host an exclusive canape and wine event at Terroirs restaurant in Covent Garden. New seasonal recipes with unique topping suggestions to complement Ryvita's crispbreads were promoted. Warner showed the media a range of summer recipes combining Ryvita crispbreads with ice cream. He presented a how-to video promoting the ice cream recipe ideas to consumers to try out at home.

A fan club was launched alongside the campaign to enhance the brand's profile.

Measurement and evaluation

The campaign produced 73 pieces of media coverage, including in The Independent. The video appeared on 53 websites within the first week of going live.

Results

During the campaign, the video was viewed more than three-and-a-half- million times, and the website gained 950 unique visitors.

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