PR activity will focus initially on summer and autumn with further support on seasonal eating occasions. The team will also roll out plans for the rest of the year, reinforcing the brand’s ambition to ‘deepen its relationship with target consumers and inspire them to enjoy Ryvita more often in their daily lives’.
Wild Card’s new campaign for Ryvita – based on the theme ‘Real & Tasty Food for a Healthier You’ – aims to inspire and educate consumers on the taste, provenance and sociable credentials of the range, moving away from the traditional perception of crisp bread as a ‘diet food’.
The campaign will form part of a bigger marketing investment that includes TV and press advertising.
Nishita Assomull, divisional director at Wild Card, said: ‘Among its regular users Ryvita is seen as a crispy tasty and versatile base for a whole range of meals occasions. There’s now a real opportunity for PR to help shift perceptions away from its diet image, reach out to a wider audience and re-establish the brand’s credentials to position it as a tasty and versatile wholegrain product food that can be enjoyed with friends and family as part of a varied and healthy diet.’