Ryvita, the much-loved health brand, has appointed Havas London to develop a major relaunch campaign – its first above-the-line advertising in five years.
It is the first time Ryvita has appointed a creative agency since splitting with Creature of London in 2017. The brand’s recent digital-first marketing approach had been handled in-house.
In response to its brief, the agency will reposition Ryvita away from primarily being known as a dieting brand – with its long-running association with fitness celebrity Davina McCall coming to an end. Instead, comms will seek to drive cultural and emotional connections with a much broader audience by highlighting the relevant role Ryvita can play in consumers’ lives today.
Nikki Wilkinson, Senior Communications and Digital Manager at Ryvita says: “We’re so excited to formally appoint Havas ahead of what is a big moment for the Ryvita brand. Together, our ambition is to build on the category and product growth experienced during the pandemic to create a modern, confident, culturally relevant brand for all occasions and more consumers.”
The Associated British Foods brand begun exploratory conversations with agencies, with the view to commencing a procurement-led pitch process, earlier this year. Following these conversations, the brand elected to begin working with Havas – initially on a trial, or ‘chemistry’, basis – before appointing the agency without the need for a formal pitch.
This appointment marks the culmination of an atypical, successful process for agency and client alike.
Jennifer Black, Managing Director at Havas London adds: “Ryvita is a properly iconic British brand, and we are incredibly excited to be working with them. The past month has been way more comprehensive a process than your typical pitch, with transparency, openness and trust built into the heart of our relationship from the off. I would say we can’t wait to get started, but of course we already have.”
