Mondelez has invested £10m in a new campaign for its Ritz cracker brand as the FMCG giant looks to gain a foothold in the crisp market.
A TV ad, created by Mother, will look to raise awareness of the new Ritz Crisp & Thin product and is based around the theme ‘Putting on the Ritz’ with the idea that eating the everyday snack will add a bit of ‘ritziness’ to your life.
The ad debuts July 3 on ITV and will then be broadcast across a range of terrestrial and digital channels UK and Ireland wide.
A marketing push will follow the TV ad over the next seven months and will appear across OOH, digital, sampling, in-store activity and PR.
The OOH, also created by Mother will showcase moving imagery of Ritz Crisp & Thin being poured into a bowl, which Mondelez is hoping will trigger the thought that the product is a crisp alternative.
To drive further uplift a remake of the soundtrack ‘Puttin’ on the Ritz’ sung by Gregory Porter features in the TV spot and will be released on iTunes, Spotify and Amazon.
The launch comes as Mondeléz looks to build its presence in the lucrative crisp market where it curently has a limited foothold. Savoury baked snacks represents huge growth potential for Mondeléz in the UK; the FMCG company says the savoury snacking market is worth in excess of £3bn. The UK is Europe’s biggest crisp and snacks market, worth £2.2bn with 100 packets of crisps eaten per person per year.