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.
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.”