An Old Brand Targets The Young

Seeking to update the image of Ry Krisp crackers, which have been on grocery shelves for 98 years, Brado Cuneo in St. Louis has launched a limited print, radio and outdoor campaign targeted at college-aged women.
The advertising suggests that Ry Krisps are filling but provide so few calories they can be burned off by such simple activities as shopping for a new bikini, putting away the box or channel surfing. The print ads compare the calorie content of the crackers to low-fat chips and candy, while also listing the number of calories burned during various activities.