Campaign details

Brand: RITZ Crisp & Thins
Brand owner: Mondelēz
Lead agency: TMPG (Trade Marketing Promotions Group)
Country: United States
Industries: Bread, cake & biscuits
Media channels: Competitions & contests, Content marketing, Mobile & apps, Online display, Point-of-purchase, in-store, Product sampling, Radio & audio, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

RITZ is an iconic brand with huge name recognition and success within the grocery channel. But within the convenience store channel RITZ Crackers were underperforming and cracker sales overall were declining. In order to be successful in the face of these many business challenges, RITZ needed to rethink its brand strategy across many levels – product, packaging, and marketing being the primary areas – and attract an entirely new set of shoppers: on-the-go millennial males skewing Hispanic. This was critical for RITZ to become a leading player in the important convenience store (c-store) channel, by driving sales and helping to reinvigorate the category.