Ryvita unites with Kerry Foods for healthy eating push

Ryvita and LowLow, the Kerry Foods cheese range, are to launch an experiential campaign in partnership with Tesco, as both brands look to amplify their messaging by tapping into each other’s health-conscious demographics.

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The strategic tie-up will offer shoppers the chance to sample LowLow Cheddar Spread on Ryvita Thins at Tesco stores nationwide from next month.

The partnership will also feature as part of the Ryvita national shopping centre tour, which launched yesterday (26 January).

Sorcha Ní Chléirigh, brand manager at Kerry Foods, says the tie-up has been structured to double LowLow’s potential exposure and sampling opportunities.

Chléirigh says: “LowLow Cheddar Spread have had great success since they launched in 2011. In 2012 we are committed to driving the brand to gain even more traction and to get to more touch points around the country.

The partnership, which was brokered by brand activation agency, The Marketing Store, will primarily focus on the sampling collaboration with no additional marketing planned.

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