W wins six-figure brief to promote Ryvita

Ryvita has handed W a six-figure PR, digital and influencer engagement brief, as the British crispbread brand looks to engage with a “new generation” of consumers.

W Ryvita
W, which won the account following a four-way pitch, aims to generate online content and live PR experiences, it says.

To do this, the agency wants to strike brand and talent partnerships acknowledging the fast-moving nature of the FMCG sector, where, it says, health issues and Government initiatives present both challenges and opportunities to marketeers.

The team will also work across Ryvita’s range of Crispbreads and Thins to highlight the benefits of healthy living.

Lee Smith, head of brand at Jordans Dorset Ryvita, said: “We appointed W because the team’s plans answered not only our business objectives but the ambitions we have to build our brand’s digital footprint and focus  on changing perceptions of the Ryvita products. We see W as an agency partner across multiple disciplines, as adept at staging engaging PR events as they are at creating best-in-class social content.”

Warren Johnson, founder and CEO of W, added: “We are delighted to be working with an FMCG brand that has both rich heritage and huge ambitions for the future. The digital focus for Ryvita is especially exciting for W as we develop our Digital Division under [Head of Digital] Joe Barnes, while the influencer programme builds on W’s industry-leading strength in this area to help the brand reach new audiences.”

Related Posts
Opinion: How challenger agencies can compete with the big agency networks
Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in [...]
60 Seconds with The Academy co-founder Mitch Kaye
60 Seconds with The Academy co-founder Mitch Kaye
Mitch Kaye, co-founder of The Academy, reveals why he and Dan Glover started their second agency, how the pair work together and his love of AFC Bournemouth. What made you [...]
Discover how PR can move from evolution to revolution
At CommsCon earlier this month, we heard a range of fantastic speakers articulate their view of what comms professionals can do to improve their output. They encouraged their [...]
Brendon Craigie Tyto PR
Opinion: Why “PR” is having a renaissance
Brendon Craigie, co-founder and managing partner at Tyto PR, examines why PR professionals are once again adopting the PR moniker. The public relations industry is in the [...]