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Ryvita is a well established brand with a high profile amongst its potential audience. Consumers, however, largely associated the brand with dieting. Ryvita were keen to re frame the way their products were perceived; normalising them and making them an accessible lunch time option for anyone who is health conscious and food loving.
Recognising Soup's extensive experience with FMCG brands, Ryvita appointed us to work with them to develop a digital strategy, including the relaunch of their website, as part of a wider above-the-line and below-the-line campaign.
We wanted to diversify the brand's appeal by suggesting ways Ryvita products can provide an inclusive eating experience: lunchtimes which are both social and healthy. Working alongside Ryvita's ATL and BTL agencies we promoted this versatility with a campaign and site that supported the proposition that Ryvita products are for everyone who enjoys good food, a healthy approach to life and sociability: Ladies That Crunch.
We recognised the audience's need to associate the product with 'real' women, four 'real life' characters were cast to champion the brand and the product potential.
We created a site that brought the life of the four characters from the Ladies That Crunch TV advertising to life online. It lifts the look of feel of the brand online, celebrates the products and their versatility and is highly content driven. This content is skewed towards a healthy approach to lifestyle and developing a positive body image, rather than towards the traditional and retrograde dieting perception with which the brand has long been associated.
Insuring that the focus is one of health, happiness, celebration and taste: The site is designed to encourage visitors to explore and interact with the brand: the Tasty Toppings section was created to showcase the creative usage possibilities of Ryvita, here visitors can comment on the recipes and add their own tips and ideas. The Eat Well, Live Well area of the site is packed with features and articles based around healthy eating and living and are set to be updated on a monthly basis by Ryvita. Also within the section, Ryvita invite users to share their own 'Top Tips', so their commitment to engaging with their audience, to really 'socialising' their products, is apparent throughout the site.
The Ladies That Crunch is the community hub of the site, where visitors are encouraged to sign up to the newsletter and share a 'Mini Moment' from which they can get 50p off their next purchase of a multipack of Ryvita Minis.
Finally, the Ryvita tins have always been popular, for their design and as an easy way to keep Ryvita fresh. However, previously the complicated claiming process was a barrier to sales. The new site remedies this as the tins are now available to purchase online, a first for Ryvita.
There has been a significant uplift in visitors since the launch of the new site and, importantly, they are engaging with the site, commenting on the recipes, signing up to the newsletter and purchasing tins.
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