Ryvita: Ryvita Minis - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper explains how the creative strategy confronted the fundamental premise of what people thought about the 75-year-old brand Ryvita head-on - boring, old-fashioned and punitive - and turned it to its advantage. The creative solution was to use the celebrity, Fern Britton who is well known for being big, to have a laugh at herself by advertising Ryvita Minis. The campaign achieved total sales growth of +36.1% and became the No. 2 player in the fiercely competitive Healthy Bagged Snacks market. The campaign is estimated to deliver an extra £19.1m profit and £105.7m sales to Ryvita by Sept 2009, a return of £6.16 for every £1 invested, doubling the overall business ;---(TAGS)--- Full Title: Ryvita Minis : the campaign that's big in every way ; Number: 2006/33 ; Brand Name: Ryvita Minis ; Client: Ryvita Ltd ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: ZenithOptimedia ; MWO ; Author: Dan Boyd ;