After 75 years Ryvita’s target consumer had moved on and the positioning that had grown the brand was no longer delivering. To address this Ryvita Crispbread changed its positioning as a brand for dieting to a tasty and healthy food. The solution was ‘Ladies that crunch’, a TV-led campaign, based on an inspiring and funny group of women sharing each other’s company whilst eating Ryvita with non-diet toppings. The campaign increased Crispbread’s market share in the savoury biscuit sector from 12.5% in 2009 to 14.5% in 2011 and returned the brand to volume growth. It delivered a payback of £1.05 per £1 spent, against an industry benchmark of £0.62 per £1