LONDON – Mondelēz International is launching a brand new master-brand campaign for the launch of its new product, Ritz Crisp & Thin, a delicious, baked savoury snack to enter the crisps & snacking category.
The FMCG giant will be spending £10 million for the marketing campaign over the next seven months spanning TV advertising, Out-of-Home (OOH), digital, sampling, in-store activity and PR.
The concept, developed by Mother London, Ritz’s strategic and creative partner, is based around ‘Putting on the Ritz’. The idea–to show how Ritz Crisp & Thin can transform every day snacking moments by adding a bit of “ritziness”.
The campaign is designed to open the Ritz brand to a younger audience, the 24-45 year old demographic who love crisps and snacks.
It includes a TV advert directed by acclaimed director Fredrik Bond, featuring a remake of the soundtrack ‘Puttin’ on the Ritz’ which was recorded by Grammy award winning American jazz musician Gregory Porter. The TVC debuted on Friday and will be broadcasted across a range of terrestrial and digital channels across the UK.
Gregory Porter will be releasing a single of his remake of ‘Puttin on the Ritz’ which will be available to download from iTunes. In addition, the esteemed musician has created a lyric video, alongside Mother, to support his track. The video will be promoted by Porter’s music label, Universal, via Vevo and Gregory’s own social channels.
“It’s as if the song Puttin on The Ritz was made for this product launch,” said Ana & Hermeti Balarin, Joint ECDs at Mother London.
The OOH which was also created by Mother, was shot by photographer Carl Klein and will appear on roadside and digital six sheets across three and a half thousand sites nationally. The OOH will showcase moving imagery of Ritz Crisp & Thin being poured into a bowl, the best way to serve the product.
Mondeléz International has a clear vision to shake up the savoury baked snacks category with product innovation and communications which engages consumers on an emotional level.
Savoury baked snacks represents huge growth potential for Mondeléz in the UK – the savoury snacking market is worth in excess of £3billion. The UK is Europe’s biggest crisp & snacks market, worth £2.2billion with 100 packets of crisps eaten per person per year, making the UK the ideal launch pad for Ritz Crisp & Thin.
With Ritz’s 80 years of baking heritage, there is no better time to conquer the savoury snacking market.
“Ritz has 93% brand awareness yet we’ve not fully showcased its brand world in its 80 years of baking history. It’s time for consumers to see what Ritz is all about and learn how to ‘Put on the Ritz’!” commented Kate Wall, Ritz Senior Brand Manager.
