This paper demonstrates the power of a creative idea to re-engineer a brand's destiny, turning the fundamental premise of the brand's diet heritage upside down. The Ryvita 'Big taste mini waist' TV campaign achieved this by using a celebrity well known for being big, Fern Britton and positioning Ryvita Minis as an enjoyable snack you can celebrate eating. By generating consumer reappraisal, Minis exceeded their targets. Following the launch, Minis has grown into a £9m business with over 25% market share, bringing over two million new consumers back in to the Ryvita brand. The campaign generated a £1.91 return for every £1 invested and £4.07m additional profit for Ryvita Ltd