Title | Live life with a little more ‘ish’ |
Agency | Havas London |
Campaign | Live life with a little more ‘ish’ |
Advertiser | Associated British Foods |
Brand | Ryvita |
Date of First Broadcast/Publication | 2022 / 7 |
Business Sector | Food |
Story | 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’.” This 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. |
Philosophy | 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. |
Media Type | Television & Cinema |
Length | |
Chief Creative Officer | Vicki Maguire |
Creative Director | Dave Mygind |
Creative | Hollie Iles |
Account Team Lead | Nick Lee |
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 |