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