Ryvita hires W to 'inspire new generation of consumers'

Crispbread brand Ryvita has appointed W to what the agency calls a "six-figure multimedia campaign spanning PR, digital and influencer engagement", following a competitive pitch.

Try it with papaya? W promotes Ryvita
Try it with papaya? W promotes Ryvita

W said in a press release that its plans for the brand took into account challenges for FMCGs, a sector in which "health issues and government initiatives present both unprecedented challenges and huge opportunities to marketeers". It also said it hoped to "inspire a new generation of consumers".

The agency will work across the Ryvita range, which includes Crispbreads and Thins, on an initial one-year contract.

Lee Smith, head of brand at Jordans Dorset Ryvita, said the agency would assist the firm's "ambitions we have to build our brand’s digital footprint and focus on changing perceptions of the Ryvita products".

Warren Johnson, founder and CEO of W, said: "We are delighted to be working with an FMCG brand that has both rich heritage and huge ambitions for the future. The digital focus for Ryvita is especially exciting for W as we develop our digital division under Joe Barnes [the agency's new head of digital], while the influencer programme builds on W’s industry-leading strength in this area to help the brand reach new audiences."

Jordans Dorset Ryvita is one of the grocery companies of conglomerate Associated British Foods. The grocery segment recorded revenue of £1.5bn and operating profit of £130m in the 24 weeks to 27 Feb 2016, ABF's interim results show. The results also say that Ryvita made "further progress internationally, growing particularly well in Australia, Canada and France".

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