The Hallway has been made lead agency for The Jordans & Ryvita Company.

UK wholefood brekky cereal brand, Jordans, launched its Crispy Oat Clusters and Crunchy Oat Granola in Australia early this year after a successful trial in 2013. Ryvita has been a lunchbox favourite here for decades. The Hallway has just been appointed to boost awareness of the former and revive Australia’s fondess for the latter. Brand strategy work is already underway and social media responsibilities commencing in the new year.

Charles Formby, general manager of The Jordans & Ryvita Company Australia, commented, “We were looking for an agency partner to show a clear understanding of our brands and the challenges they face in this market. The Hallway demonstrated a clear strategic approach to building and growing both Jordans and Ryvita, through rigorous strategic thinking and creative innovation. Their integrated offering across strategy, creative, PR, digital and social made them an attractive agency partner to work with.”

The Jordans & Ryvita Company is a subsidiary of Associated British Foods. Its stable-mates are George Weston Foods, Twinings & AB World Foods.

Jordans was founded in 1972 by brothers, Bill and David Jordan. Holme Mills and the milling business have been in the Jordans family since 1855. The Jordan brothers introduced granola to the UK in 1969 after discovering it for themselves in California. The resurgence of oats as a health food and the growing consumer preference for wholefoods led to its trial in Australia.

“There has never been a greater interest in the world around the link between nutrition and health and a growing desire to build healthier lifestyles through better eating habits,” Bill Jordan, commented.

The brand got off to a good start, with Jordans Crispy Oat Clusters winning top place in the breakfast cereals category of the Australian Product of the Year Awards in February 2014.

“Although Jordans is an established brand in other countries around the world, we are the new kid on the block in the Australian market. It is great to get this kind of recognition so early on,” Charlie Formby, general manager Jordans Australia, commented.

Ryvita is based on Swedish crispbread, but was begun in the UK in 1925. The Ryvita Company sold to Associated British Foods in 2009 following shortly after a merger with Jordans.