Ryvita hands Grey £3m account

Ryvita has appointed Grey to handle its £3m ad account following a pitch.

The agency won out in a pitch against Vallance Carruthers Coleman Priest and Beattie McGuinness Bungay. The previous incumbent on the business was Mortimer Whittaker O’Sullivan.

The pitch process was handled by Carol Welch, Jordans and Ryvita marketing director.

Ryvita, owned by Associated British Foods (ABF), recently teamed up with IPC Media to launch its new “Summer Fit Challenge” campaign, aimed at driving sales of Ryvita Crispbread. 

The campaign launched on June 2 with a series of advertorials in IPC titles Woman, Woman’s Own, Now magazine and online at goodtoknow.co.uk. The 14-day eating plan encourages consumers to kick-start a healthier lifestyle.

In June last year ABF reached agreement with UK breakfast cereal and cereal bar business, Jordans to merge with its Ryvita crispbread business. ABF now has a 62% interest in the combined business with the balance held by the existing shareholders of Jordans.

VCCP is the current incumbent on the Jordans Cereals ad account.

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