Campaign details

Brand: Ritz Crackers
Brand owner: Mondelēz International
Lead agency: HMT Associates
Country: United States
Industries: Bread, cake, biscuits
Media channels: Online display, Online video, Point-of-purchase, in-store, Sales promotion, Search marketing, Social media
Budget: Up to 500k

Executive summary

To combat declining cracker-category sales at Kroger-owned grocery chain Harris Teeter, Mondelēz International, in partnership with HMT Associates, Inc., developed a retailer-specific campaign to drive sales by showcasing the versatility of category leader Ritz Crackers.

Building off the national Ritz Stack It Up consumer campaign, which offered shoppers simple recipes and pairings, the team focused on delivering exclusive, solution-based content to engage Harris Teeter shoppers and compel them to purchase. Leveraging key consumer insights and specific purchase behaviors among Harris Teeter shoppers, the team formed a strategic collaboration with Johnsonville Sausage to create a relevant and winning solution.