Mondelēz International has unveiled a new multi-million pound campaign to support the launch of its new product, Ritz Crisp & Thin.
The concept of the campaign is ‘Putting on the Ritz’ – the idea being that Ritz Crisp & Thin transforms every day snacking moments, adding a bit of ritziness. Designed to open the Ritz brand to a younger audience, the campaign is aimed at a 24-45 year old demographic who love crisps and snacks.
The TV advert features a remake of the soundtrack ‘Puttin’ on the Ritz’ which was recorded by Grammy award winning American jazz musician Gregory Porter. Consumers will see the ad debuted on ITV at 20.45 tonight 3rd July. It will then be broadcasted across a range of terrestrial and digital channels across the UK.
The launch will be supported by a £10m marketing campaign over the next seven months. Consumers will see the campaign across platforms which includes TV advertising, out of home, digital, sampling, in-store activity and PR.
Savoury baked snacks represents huge growth potential for Mondelēz in the UK – the savoury snacking market is worth in excess of £3bn. The UK is Europe’s biggest crisp & snacks market, worth £2.2bn with 100 packets of crisps eaten per person per year, making the UK the ideal launch pad for Ritz Crisp & Thin.
Kate Wall, Ritz Senior Brand Manager, commented: “Ritz has 93% brand awareness yet we’ve not fully showcased its brand world in its 80 years of baking history. It’s time for consumers to see what Ritz is all about and learn how to ‘Put on the Ritz’!”
Ritz Crisp & Thin is available now in 100g sharing bags in Cream Cheese & Onion, Sea Salt & Vinegar, Sweet Red Chilli and Sea Salt & Black Pepper flavours at an rrp of £2.19. Single bags (30g, rrp 79p) are available in Cream Cheese & Onion and Sea Salt & Vinegar varieties.
