Danielle Locke

The Beautiful Problem

For decades, Ryvita had been associated with dieting, which was leading to falling sales. How could we make Ryvita loved throughout the year, by men and women alike, not just in the dreaded ‘bikini body’ prep months?

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

We created a campaign that celebrated food in all its technicolour glory. Gone were the skinny ‘aspirational’ women laughing at their salads and dying inside. Hello, Ryvita, an essential ingredient that holds a million brilliant food ideas together.

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

The campaign lead to a massive increase in people associating Ryvita with versatility (52% to be exact) and helped the brand to retain their number 1 spot in the category - it also dramatically increased their consumption among men; an audience they’d never previously considered.

Danielle Locke
Cultural Impact