Ritz Crackers ends 30-year TV absence with £3m push to become ‘relevant’

Mondelez International is bringing Ritz Crackers back to TV for the first time in 30 years with a £3m campaign that aims make the brand relevant to young audiences.

Video: Ritz Breaks TV ad


brightcove.createExperiences();

The snack maker is putting the brand at the forefront of efforts to grow its share of biscuits in 2014, claiming Ritz has grown 12 per cent in value over the last two years. While the biscuit is one of the company’s global brands, its profile in the UK has been limited. The upcoming push attempts to find new consumption occasions beyond its key Christmas trading period.

The campaign launches next Monday (14 July) with a six-week TV ad to promote the launch of Ritz Breaks portable snacks to what it calls “experience seeking millennials”. The ad shows the snack at the heart of social experiences, including parties and music festivals.

Outdoor, sampling, in-store, PR and social media will support the effort.

Ritz Breaks are available in two flavours – Original and Rosemary & Olive Oil – and Mondelez plans to launch a flurry of other products in the coming months. It follows Ritz’s relaunch in the UK last year when the brand was introduced to new consumers through co-branded ventures with its sister chocolate brand Cadbury.

Kate Wall, senior brand manager for Ritz, says: “The Ritz Breaks campaign is a big step in Mondelēz’ drive to shake up the savoury snacking category. It will introduce Ritz to a new generation who are creating new snacking occasions and seeking snacking experiences that fit into their busy lives.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here