Not just for Christmas: Mondelēz’ Ritz social campaign aims to break seasonal trends

Food brand harnesses social platforms to reposition as an all year snack and extend its appeal to a younger audience, as part of “ambitious growth plans”.

Ad agency ELVIS has partnered with Ritz to create “One Thing We Can All Agree On”, a new brand platform with the objective “to break it out of its seasonal heartland and make it an enabler for people to get together at any time”.

The paid social campaign is running across Facebook, Instagram and Twitter, with media planning and buying by Carat.

The new ads form the first camapign for the savoury snack brand in several years.

Ritz is is currently heavily associated with Christmas, and tends to be purchased by older audiences. The new campaign aims to expand its cross season appeal to younger audeinces on social platforms.

Declan Duggan, Marketing Manager Healthy Biscuits, Mondelez, said: “To deliver against the ambitious growth plans we have for Ritz over the coming years, we needed a bold, engaging new brand platform.

“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.”

Targeting new audiences across Facebook, Instagram and Twitter

Creatively, the campaign taps into the idea that no two people are the same, but if there’s one thing that unites us, it’s the deliciousness of a Ritz cracker.

A series of executions allude to the conflict-resolving prowess of a coin toss, positioning the Ritz cracker as the ultimate problem-solving device, with a solution that works for everyone. Each ad features the endline “One Thing We Can All Agree On”.

The campaign, which is running across Facebook, Instagram and Twitter, harnesses bold, dynamic macro shots and split-frame food imagery, overlaid with copy which playfully intersects contrasting views around the cracker.

Media planning and buying is by Carat and production is by Food Hall.

James Hudson, Creative Director, ELVIS, added: “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.”