Scope Ketchum picks up Ryvita Currant Crunch

Crispbread brand Ryvita has picked Scope Ketchum to handle the launch of its new product, Ryvita Currant Crunch, in a bid to attract younger consumers.

Crispbread brand Ryvita has picked Scope Ketchum to handle the

launch of its new product, Ryvita Currant Crunch, in a bid to attract

younger consumers.



The account was awarded following a three-way competitive pitch and

carries a budget of pounds 200,000. The agency will focus on encouraging

consumers to try the new sweet Ryvita through a nation-wide roadshow,

and will support the advertising campaign devised by Ogilvy and Mather.

Ryvita is owned by Allied Bakeries, which also owns the Kingsmill and

Allinson brands.



The new brand continues Ryvita’s move away from its traditional slimming

product image - initiated when it ran a pounds 3 million ’feel good

inside’ advertising campaign for its Ryvita multigrain brand last year -

to emphasise health and taste.



Scope Ketchum associate director for consumer brand marketing Serena De

Morgan said research showed that people trying Ryvita Currant Crunch are

surprised by the sweet product. ’We will use this surprise factor to

engage younger consumers,’ she said.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.