Agency: Mortimer Whittaker O'Sullivan Advertising | Authors: Dom Boyd, Mike Willis, Mike Campbell, Katy Rason and Emma Russell |
Ryvita – How the Ryvita Minis 'Big Taste, Mini Waist' launch campaign featuring Fern Britton created larger-than-expected benefits for Ryvita
WHY WRITE A PAPER ON RYVITA? I THOUGHT THEY'D ALMOST DISAPPEARED SINCE THE 1970S
Well, until the launch of Ryvita Minis, so did a whole generation of younger consumers. The brand had fallen off their radar, and was perceived as 'cardboard' you'd only eat if you needed to lose weight.1
Sales had stalled as the brand was marooned in the...