Ryvita is hoping to revive sales with a £10m ‘Anything Goes’ marketing push that includes serving suggestions such as crackers with chocolate spread.

Described as the biggest marketing investment in the brand’s 89-year history, the activity is designed to flag up how versatile Ryvita can be, and encourage men and women to experiment with the products. The campaign kicks off this month with TV ads, promotional activity and a new-look website.

It comes as sales of the brand have fallen 5% by volume and 4% by value to £63m [Nielsen 52 w/e 16 August 2014], which Ryvita said was partly because of a temporary drop in investment ahead of the new push.

“This will reinvigorate the brand, keeping it fresh, interesting and relevant for the consumer,” said marketing controller Claire Sutton. “The campaign will help drive reappraisal and growth by encouraging new and lapsed buyers to re-discover Ryvita.”

Sutton added that despite the chocolate spread serving suggestion, Health and naturalness would remain core to the brand. Other suggested uses for Ryvita crackers include breaking them up as croutons in soup and dipping in soft boiled eggs.

TV advertising breaks on 14 September and is based on the theme ‘Ryvita - Anything Goes.’ The integrated marketing campaign will include digital, cinema and experiential activity, while the brand’s website has been given a makeover. Ryvita is also ramping up social media activity under the hashtag #RyvitaAnythingGoes.

The push had potential to grow Ryvita penetration and frequency, suggested The Grocer columnist and Thrive founder Claire Nuttall. “Ryvita have huge versatility so it’s great they are making this bold move to suggest they can even be eaten with chocolate,” she said.