RITZ Crackers - open for fun

A 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue.

RITZ Crackers, Open for Fun

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

RITZ. A Fantastic Brand.

In 1934, the National Biscuit Company (now Nabisco, part of Kraft Foods) tried recipe after recipe before they created what they knew would be the finest, tastiest cracker on the market. It was popular everywhere—from the most modest home to the elegant Waldorf-Astoria Hotel.1 For years, RITZ sat comfortably as a dominant force in the butter cracker segment, leading sales with over 37% household penetration, and defining innovation.2

RITZ. A Fantastic Brand with Two Problems.

  1. Fancier Crackers.Since the early 2000's competitors have...

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