Ryvita Crisp Bread: Ladies that Crunch

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