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Ryvita appoints Havas London for brand reboot as Davina McCall association ends

Campaign 24 Nov 2021 09:22

Ryvita is planning its first major ad push in several years with the appointment of Havas London, its first retained agency in half a decade.

Havas London was effectively appointed without a pitch. Ryvita owner Associated British Foods had planned on a procurement-led process earlier this year, but after conversations with Havas it began working with the shop on a trial basis. It subsequently appointed the agency without a formal pitch.

The cracker brand, which has historically played on its healthy-eating/dieting credentials, has briefed Havas London to devise a "major relaunch campaign", marking its first above-the-line push in half a decade.

Havas London and its client plan to reposition Ryvita away from its image as a dieting brand, which was epitomised with its long-running association with fitness celebrity and TV presenter Davina McCall. That relationship has ceased.

Ryvita had been using McCall on its YouTube channel in the past few years, and also ran a Feel Good Live event featuring her in February this year.

"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."

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Associated Foods