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
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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.”
