Ryvita is launching a £2m TV campaign featuring Fern Britton, to promote its new product Ryvita Limbos. The company will aim to take on Walkers Crisps by showcasing Ryvita Limbos’ nutritional benefits.
The ads, created by Mortimer Whittaker O’Sullivan, features a race between Ryvita Limbos and its unhealthy competitors. It shows the new product winning the race and focuses on the fact that it contains “90% less fat than regular crisps”.
It will also make a comparison between Limbos’ “baked and not fried and only 3% fat” positioning, against Walkers’ Cheese & Onion crisps which contains 33% fat and its variant Walkers Sunbites, which similarly contains 22% fat.
The TV ads will run for four weeks starting October 1. TV presenter Britton has long been Ryvita’s brand ambassador for its other brands such as Ryvita Minis, Ryvita Crispbread and Ryvita Goodness Bars.
The new products are available in flavours such as Cheese & Onion, Salt & Vinegar and Smokey Bacon in both singles and multi-packs.
ZenithOptimedia is the media planning and buying agency for the company.