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Mondelēz ‘Puttin’ on the Ritz’ for new Ritz Crisp & Thin brand extension

Tuesday July 7, 2015 at 12:01pm
Mondelez International is launching a new multi-million pound master-brand marketing campaign, including a new TV ad, for the launch of its new baked savoury snack product, Ritz Crisp & Thin. The global snacks company will be spending £10m in the UK for the whole Ritz brand, across TV, outdoor, digital, sampling, in-store activity and PR. The campaign, which has been created by Mother, will be rolled out over the next seven months with TV and outdoor in the summer, ahead of activity from H+K Strategies and HeyHuman, all of which is media planned by PHD. Consumers will see the campaign across a range of media including TV advertising, OOH, sampling, in-store activity. The campaign creative concept is based around ‘Putting on the Ritz’ – the idea being that Ritz Crisp & Thin transforms every day snacking moments, adding a bit of ritziness. It is aimed at a 24-45 year old demographic who love crisps and snacks and is designed to open the Ritz brand to a younger audience. Kate Wall, Ritz senior brand manager, says: “We are extremely excited about launching the masterbrand world for new Ritz Crisp & Thin. 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’.” .The TV ad features a cover version of the Irving Berlin 1927 song, ‘Puttin’ on the Ritz’. The new version has been recorded by Grammy award winning American jazz musician Gregory Porter, and is available as a single to download from iTunes. Porter has also created a music video to support his track. The video will be promoted by Porter’s music label, Universal, via Vevo and Gregory’s own social channels. The TV ad debuted on ITV at 20.45 on Friday 3rd July and will be broadcast across a range of terrestrial and digital channels across the UK. The UK is Europe’s biggest crisp & snacks market, worth £2.2billion.
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