Live life with a little more ‘ish

Today sees the launch of Ryvita’s new brand campaign – taking them back onto TV screens after six years with a brand redesign and platform based on the idea, “Live life with a little more ‘ish’.”

Created by Havas London, the new brand communications platform takes Ryvita away from its traditional territory of being a functional health brand with dieting at its core to instead occupying a broader, more culturally relevant space of liberation and versatility, revolutionising the brand and the category.

Havas’ flagship film – its first work for the brand – features a woman enjoying her Ryvita in any number of ways, and carries the message, “At Ryvita, we are about living well and eating well, with a little room for ‘ish’.” As she adds delicious toppings onto her Ryvita, all at different times of the day, the voiceover continues: “Because ‘ish’ never judges how thick you slather... Healthy-ish. More-ish. Wonderfully weird-ish. Because when we live with a little more ‘ish’, we give ourselves some kindness.”

Whether it's strawberries and chocolate spread, melted cheese, a mix of relishes – or even peanut butter and gherkin – it’s all about living life with a little more ‘ish’. Ryvita’s Crispbreads, Crackerbread and Thins are all dolloped, slathered or dunked, demonstrating how the brand can support in modern consumers’ lives today.

Media planning and buying was handled by the7stars and includes hero spots running alongside this summer’s biggest TV shows including Love Island on ITV2, and other peak programming spots such as Gogglebox on E4, and The Midwich Cuckoos on Sky Max.