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Kraft’s Ritz Crackers are going back to a simpler time with its first campaign from Sharpe Blackmore Euro RSCG.
A television ad, which began airing this week, features a young boy making a trail of crackers down his street, ending at the house of a girl he likes. The boy knocks on her door and runs away, leaving his crush to follow his handiwork. There is no dialogue in the ad, though the song “When I Go” (with lyrics about young love) by U.K. indy group Slow Club plays throughout.
Two print ads are also in-market showing a single Ritz on a red background. The copy of one ad reads “Funny how big you feel when young give something so small.” The second reads “It’s only two inches wide. But can you really measure the feeling you get from sharing them?”
Both the print and television ads use the tag line “Spread the Ritz.”
“When we looked at our research, we found that people had a strong emotional connection with Ritz,” said Ron Tite, creative director at Sharpe Blackmore. “People have such nice memories of Ritz from their childhood, not only because of the role the cracker played, but because it was a simpler time.”
Tite said the packaged food sector is exploding with new SKUs and products making health claims, which complicates shopping choices.
“We just wanted to get back to the idea that when you give someone a Ritz, it makes them smile,” he said. “It’s a nice, simple cracker.”
Tite is looking at this work as the first step in a multi-year campaign. Sharpe Blackmore won Ritz along with several other Kraft cracker brands (including Premium Plus, Triscuit and Crispers) in September. Previously, JWT handled Kraft’s salty snack portfolio in Canada.
