Crispbread company Ryvita has appointed Collett Dickenson Pearce to give the brand broader appeal.
The product, which is associated with slimming and has traditionally been aimed at young women, will now target a wider age range.
The Ryvita brand will also be repositioned as a high-fibre addition to a healthy diet rather than as a slimming aid. The intention is to mirror the trend in mainland Europe, where crispbreads have a wider attraction and are perceived as an everyday food.
CDP won the £2m account following a pitch against Simons Palmer Denton Clemmow & Johnson, Ogilvy & Mather and incumbent Lansdown Conquest.
CDP chief executive Ben Langdon says: “Ryvita is a prestigious brand with enormous potential. We have some ideas that will realise that potential in a new and vibrant way.”
The new campaign will appear in early summer. The company is expected to use a combination of TV and press advertising.
Last year Ryvita entered a deal with the ITV Network to sponsor daytime clothes programme “Swank”, which marketing director Andrew Willoughby-Paul said was an attempt to “contemporise the Ryvita brand”.
Ryvita crispbread was launched in the Thirties and was the UK’s first packaged bakery product.