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Ryvita Encourages Us All to Live Life with a Little More 'Ish'

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Havas London launches new brand platform for the iconic British baked brand

Ryvita Encourages Us All to Live Life with a Little More 'Ish'

Today sees the launch of Ryvita’s new brand campaign – taking them back onto TV screens after six years with a brand redesign and platform based on the idea, “Live life with a little more ‘ish’.”

Created by Havas London, the new brand communications platform takes Ryvita away from its traditional territory of being a functional health brand with dieting at its core to instead occupying a broader, more culturally relevant space of liberation and versatility, revolutionising the brand and the category.

Havas’ flagship film – its first work for the brand – features a woman enjoying her Ryvita in any number of ways, and carries the message, “At Ryvita, we are about living well and eating well, with a little room for ‘ish’.”

As she adds delicious toppings onto her Ryvita, all at different times of the day, the voiceover continues: “Because ‘ish’ never judges how thick you slather... Healthy-ish. More-ish. Wonderfully weird-ish. Because when we live with a little more ‘ish’, we give ourselves some kindness.”

Whether it's strawberries and chocolate spread, melted cheese, a mix of relishes – or even peanut butter and gherkin – it’s all about living life with a little more ‘ish’. Ryvita’s Crispbreads, Crackerbread and Thins are all dolloped, slathered or dunked, demonstrating how the brand can support in modern consumers’ lives today.

Media planning and buying was handled by the7stars and includes hero spots running alongside this summer’s biggest TV shows including Love Island on ITV2, and other peak programming spots such as Gogglebox on E4, and The Midwich Cuckoos on Sky Max.

Nikki Wilkinson, senior brand manager at Ryvita says: “Ryvita is an iconic British brand, but in recent times it had become too focused on the health agenda. People didn’t see Ryvita as being relevant to them; we simply didn’t come to mind.

“For many people, the health agenda has changed from diet and deprivation to taste and enjoyment, and we feel Ryvita can play a relevant role in people’s lives today. Ryvita shows that an “ish” way of life is having the confidence and attitude to own being imperfect and live with balance

“Through our new “Live life with a little more ish” advert and campaign we want to showcase how versatile and balanced our products are and how a fully loaded Ryvita is healthy, natural, delicious and perfect for many occasions. On-trend for all consumers today – we are here to help everyone live with a little more ish and feel good about it, every day.”

Vicki Maguire, chief creative officer at Havas London, adds: “The last thing anyone needs right now is that archaic brand of artificial perfection advertising loves. Sod that – let’s celebrate real life in all its messy glory, imperfections and all. There’s no judgement here. This is a campaign that says ‘do’, not ‘don’t’ – because nothing tastes as good as cutting yourself some slack feels.”

Ryvita, owned by Associated British Foods, appointed Havas in November without the need for a formal pitch. The brand initially held exploratory conversations with agencies with the view to commencing a procurement-led process, but elected to appoint Havas to its account following a successful ‘trial’ or ‘chemistry’ period. The appointment marked the culmination of an atypical, successful process for agency and client alike.

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CREDITS

Brand: Ryvita

Title: Live life with a little more “ish”

Client:

Vicky Cojeen – Marketing Director across Jordans, Dorset, Ryvita
Nina Shanahan Head of Ryvita Brand
Nikki Wilkinson, Senior Brand Manager at Ryvita

Creative agency: Havas London

CCO: Vicki Maguire

Creative Director: Dave Mygind

Creative: Hollie Iles

Account team: Nick Lee, Lottie Boniface & Kath Lewis

Head of Production: Katie Keith

Head of Film: Louise Bonnar

Agency producer (film): Debbie Ragasa

Agency assistant producer (film): Jan Nikawala

Agency producer (integrated): Hannah Levy

Design team: Liv Ema, Sam Adams, Joshua Toogood, Sarah Butler

Head of strategy: Britt Iverson

Planner: Flo Sharp

Media agency: the7stars

Media planner: Holly Eden, Chris Herbert-Lo

Production company: Dark Energy Films

Executive Producer: Matt Brown

Producer: Russell Curtis

Production Manager: Laura Mival

Director: Paul Butterworth

DoP: Dan Holland

Editor: John Mayes at Marshall Street Editors

Post-Production: Absolute

Colour: Matt Turner

Junior Colourist: Juliette Wileman

VFX Artists: Antonio Jimenez, Eldon Snelgrove, James Corden, James Russell, Jasmine Cooper

Sound Designer: Joe Marsden

Online Editor: Joseph Wolfenden-Williams

Executive Producers: Sally Heath, Jenna Le Noury

Senior Producer: Rosanne Crisp

Producer: Roberta Fox

Production Assistant: Yasmin Tilly

Animation Studio: Blind Pig

Animators/Motion Graphics Artists: Christine Peters, William Smith

Animation Producer: Ana Hoxha

Music Composer: Thomas J Indge

VO: Sharon Oji

Audio post-production: Creative Outpost & Absolute Post

Brand redesign: Springetts



Genres: People

Categories: Savoury Snacks, Food

Havas UK, Thu, 30 Jun 2022 10:25:55 GMT