Strange launches Ryvita Bikini Fit Challenge microsite

Strange has built the microsite at the centre of Ryvita’s new PR campaign, the Bikini Fit Challenge, which aims to help people get in shape for summer.  The site is at http://ryvitabikini.portfolio.strangecorp.com.

For those taking the Bikini Fit Challenge, this microsite is the focal point.  It brings together all the relevant information, is easy to navigate and has strong visual appeal.

The Bikini Fit Challenge itself is simple: eat Ryvita crispbread with the suggested toppings for breakfast and lunch for just two weeks.  Research showed that a group following this 14-day eating plan lost an average of 1.5 inches from the waist and 6lbs in weight.

A kit can be downloaded from the microsite, which includes a 14 day planner and wall chart. There is also advice on staying motivated, a body mass index calculator and a competition with prizes from Fuji Film, Swimhut and other summer holiday gear.
 
Fronting up the Ryvita campaign is TV presenter, Fern Britton, who has become synonymous with the brand through recent TV advertising.  The campaign is being promoted online using banner ads built by Strange.  There are also posters in gyms, Primark stores and Tesco and Sainsbury’s supermarket car parks around the country, where samples will also be available.

“We’re really pleased to be playing such a key role in this integrated campaign” said Kingsley Roberts, Business Director of Strange.  “There’s a huge involvement in the online aspects of this campaign because the microsite is such a crucial part.”