Ryvita poised for return to ‘inch war’ ads

Ryvita is believed to be planning a marketing U-turn for its crispbread brand with a return to its emphasis on slimming.

A year ago, the company appointed Collett Dickenson Pearce to handle the brand (MW January 13 1995). The agency devised a 2m press campaign focusing on the gastronomic delights of the “dry-as-a-desert” crispbreads.

The push included recipes based on double cream and fried eggs carrying the line “Forget the F plan go for the F-it plan”. This attracted complaints to the Advertising Standards Authority, which were not upheld.

However, CDP and Ryvita this week parted by “mutual agreement” and sources suggest Ryvita is now looking at a return to its “inch war” message of the Seventies.

Managing director of Ryvita Guy Weston says: “We have enjoyed working with CDP but product development has led to a new approach.” He has already appointed Ogilvy & Mather to develop a new strategy which will be launched in the spring.

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