Campaign details

Brand: RITZ Crackers
Brand owner: Mondelēz International
Lead agency: Geometry
Contributing agencies: Vayner Media
Country: United States
Industries: Bread, cake, biscuits
Media channels: Gaming & in-game advertising, Merchandise & free gifts, Mobile & apps, Online display, Online video, Point-of-purchase, instore, Product sampling, Word of mouth, influencers
Budget: Up to 500k

Executive summary

When it comes to entertaining, transitional millennial shoppers either go all out or keep it casual. RITZ Crackers were among one of their go-to solutions for orchestrated events like the holidays, but come spring they failed to see the brand's relevance for impromptu get-togethers. To align to the brand's purpose of 'keeping life rich', we needed to re-position RITZ Crackers in the springtime to be the versatile snack shoppers needed for different occasions that would pop-up.