Mondelez-owned biscuit brand Ritz has kicked off its first marketing campaign in several years with the launch of a new brand platform, developed in partnership with London agency ELVIS.
With this brand refresh, the nation’s favourite savoury biscuit brand will be hoping to break with its traditional association with Christmas, and target younger audiences.
‘One Thing We Can All Agree On’ will aim to position Ritz as the ideal product for any and all get-togethers, whilst creating unity over people’s shared love of the classic biscuit.
A series of ads will be released, with Ritz crackers positioned as the ultimate conflict-resolution device, ending with the tagline ‘One Thing We Can All Agree On’.
The social-led campaign will be pushed out across Facebook, Instagram and Twitter and will make use of bold, dynamic macro shots and split-frame food imagery overlaid with playful copy.
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Media planning and buying was handled by CARAT, with production carried out by Food Hall.
“To deliver against the ambitious growth plans we have for Ritz over the coming years, we needed a bold, engaging new brand platform,” Mondelez healthy biscuit marketing manager, Declan Duggan said.
ELVIS creative director, James Hudson added: “We know that people are keen to build meaningful connections with others in the real world after a challenging period, so we want to move beyond the perception that Ritz is something to purchase once at Christmas and instead position it as an enabler of getting everyone together, anytime, anywhere – over a Ritz cracker.”
“Our new brand platform for Ritz plays on the idea that even the most polar opposites can find common ground in the simplest of things. A powerful universal truth, which creates a clear role for the brand in catering for everyone’s tastes.
“To put the product authentically at the heart of this message, we turned the two sides of the cracker into the stage for contrasting points of view, to encourage the nation to put our differences aside and focus on what brings us together instead.”
