Mondelez-owned savoury biscuit brand Ritz has launched a new brand platform and its first marketing campaign in several years. The push was developed in partnership with creative agency Elvis, and will run across Facebook, Instagram and Twitter. Media planning and buying is by Carat and production is by Food Hall
Ritz is currently heavily associated with Christmas, and tends to be bought by older people. The ‘One Thing We Can All Agree On’ brand platform aims to break it out of its seasonal heartland and make it an enabler for people to get together at any time.
Creatively, the campaign taps into the idea that no two people are the same, but if there’s one thing that unites us, it’s the deliciousness of a Ritz cracker. A series of executions allude to the conflict-resolving prowess of a coin toss, positioning the Ritz cracker as the ultimate problem-solving device, with a solution that works for everyone. Each ad features the endline “One Thing We Can All Agree On”.
“To deliver against the ambitious growth plans we have for Ritz over the coming years, we needed a bold, engaging new brand platform,” said Marketing Manager, Healthy Biscuits at Mondelez, Declan Duggan. “We know that people are keen to build meaningful connections with others in the real world after a challenging period, so we want to move beyond the perception that Ritz is something to purchase once at Christmas and instead position it as an enabler of getting everyone together, anytime, anywhere – over a Ritz cracker.”