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Ulrika Jonsson is fronting the latest advertising attempt to

revitalise the declining market share of the Ryvita crispbread

brand.

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

consumers.