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Ryvita ‘Ladies Who Crunch’ advert

Agency: Grey London

Client: Ryvita

Ryvita, the leading UK crispbread brand has launched a new advertising campaign ‘For Ladies that Crunch’.

TV is being supported with a wider digital and PR marketing campaign designed to bring to life the taste of Ryvita Crispbread and Minis.

Featuring four new characters, Millie, Ali, Jane and Erica as office friends who enjoy sharing stories of love, life and tasty toppings over their lunch; it’s hoped the advertising will resonate with all women “who enjoy tasty and healthy food and look for a bit of variety.” 

The four friends will also be promoting the range of Ryvita Minis healthier snacks.

“Ryvita is an iconic British Brand conjuring up strong associations with healthy eating for millions of women all over the UK,” said Marketing & R&D Director for the Jordans and Ryvita Company, Carol Welch.

“The new ads reinforce the fact that Ryvita is a delicious everyday healthy eating choice that can be enjoyed with a whole range of foods, including soups and salads as well as a host of delicious toppings. It’s also perfect for sharing!

She added, “The four friends create a warm and funny creative route that builds engagement with the brand while gently encouraging wider use of Ryvita Crispbread as an everyday healthy eating choice.”

“This is the first new advertising creative for the brand after our previous campaign that featured Fern Britton, and came to an end last year after five successful years.

“We’re confident that people will take the ‘Ladies that Crunch’ to heart in the same way that they have with all previous Ryvita brand ambassadors, that include Julie Andrews, Ulrika Jonnson and Ruby Wax as well as Fern.”

To support the campaign Ryvita is launching a monthly e-newsletter complete with news, offers and recipe ideas where subscribers at will be encouraged to share their favourite tips and ideas.

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