 One such advertisement campaign ran from 1981 to c. 2005 and contained a jingle written by André Georget called "L'ami du petit-déjeuner, l'ami Ricoré" ("breakfast's friend, Ricoré").In these commercials, different family situations at the breakfast table were depicted, with each situation being resolved by Ricoré.In September 2006, "Devenez du matin" ("become a morning person") replaced "l'ami Ricoré" ("Friend Ricoré") as the brand's slogan.