Ulrika Jonsson is fronting the latest advertising attempt to
revitalise the declining market share of the Ryvita crispbread
Publicis has drafted in the blonde television presenter to give a
younger appeal to the product best known for its ’inch war’ advertising
created during the 70s.
In a series of four 20-second TV commercials breaking nationally on
Monday under the collective title of ’Ulrika’s Ryvitas’, Jonsson is
shown using the crispbread as a base for some indulgent eating with
exotic toppings ranging from whipped cream and jam to a mysterious tub
of raspberry-coloured ’glob’.
Meanwhile, a voiceover says of Ryvita: ’It’s virtually fat-free-until
it’s been Ulrikad.’
The commercials were written by Paul Quarry, art directed by Jamie
Colonna and directed by Mark Myleod through Channel X. Media planning
and buying is handled by Optimedia.
The pounds 2 million campaign - the first to be produced by Publicis
since it picked up the account six months ago - marks yet another bid to
reposition the Allied Bakeries brand, once synonymous with dieting, and
make it more relevant to healthy but enjoyable modern eating.
The 63-year-old brand has had a chequered advertising history in the UK
since Saatchi & Saatchi produced the ’inch war’ campaign. Since then,
six agencies - including CDP, Abbott Mead Vickers BBDO and Ogilvy &
Mather - have, in the past nine years, been briefed to revive its
fortunes. But almost all the relationships ended because of strategic
and creative differences.
Allied Bakeries is trying to ensure Ryvita holds its own in a static
pounds 27 million UK crispbread market - in which its share has been
eroded by own-label brands - by making it more attractive to younger