A £2 million campaign, through Walsh Trott Chick Smith, features three ads, each of which promotes a different product.
The first, a 30-second execution, is for its sweet crispbread, which include honey, currants, raisins and sugar.
At first glance, the ad appears to be a serious animation, telling the story of how the ingredients used in the crispbreads are formed.
The animation, created by Aardman Animations, shows bees made out of currants buzzing around a beehive made out of sesame and rye seeds. A hand, made of seeds, picks a honeycomb, out of which drips honey, which then morphs into a bunch of grapes made out of currants and raisins.
The scene then changes into a waving field of rye, made out of the different seeds and wholegrains that are used in the crispbreads.
A voiceover explains how warm weather is needed to grow all the products, until a harsh voice cuts in with, "Oh, give me a break", as if to remind viewers that the weather in the UK isn't always warm.
The ad ends with the line: "It's all very Ryvitable."
There are also two ten-second versions for its other products Multi-Grain and Sesame flavours.
The ads were written by Dave Trott and art directed by Gordon Smith.
They were directed by Steve Harding-Hill and Nigel Davies at Aardman.
Media planning and buying is by ZenithOptimedia.