Ryvita Minis - The campaign that’s big in every way

Through problems in perception, Ryvita, the crisp-bread company found itself launching Ryvita Minis in 2003 to reinvent their image.
Agency: MWO, ZenithOptimediaAuthors: Dan Boyd

Ryvita Minis – The campaign that's big in every way

A PAPER ON RYVITA – ARE YOU CRACKERS? I THOUGHT THEY'D ALMOST DISAPPEARED SINCE THE 1970s

Well, so did a whole generation of consumers who now thought of it as an old fashioned dieting product that tasted like cardboard.

By the 1990s sales and profits were in freefall as the brand was held back by a moribund consumer base. Business prospects looked pretty bleak.

Anyway, it's crispbread not crackers.

OH. SO WHAT'S THIS PAPER ABOUT THEN?

It shows how the advertising launch...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands