Ryvita

CHALLENGE

Get shape conscious women to think differently about Ryvita

Reposition Ryvita as tasty, satisfying, versatile and not just a 'weight loss' product

Showcase the range

SOLUTION

The café for ladies who crunch

To encourage positive sociability around the brand

The Ryvita Crunch Café, in shopping malls and premium lifestyle events

Harnessed the power of "Ladies that Crunch" TV ads

Demonstrated the range of delicious possibilities, prepared live, in a fully functional open kitchen

Proof that Ryvita is acceptable as a shared eat

RESULTS

A compelling experience they would rarely have associated with the brand, achieving mass reappraisal and changing buying & usage behaviour forever

Over 200,000 ladies sampled over 24 live days

Reached over 1 million consumers

66.7% of participants felt inspired to be more creative with Ryvita

77% went on to buy

228% shift to consumers now proudly eating Ryvita with friends, rather than alone

86% now purchasing 'more' and 'different' Ryvita products than before

2011 FM|BX Awards Winner - Most Effective Roadshow/ Shopping Centre Campaign