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Young love is blooming again for Kraft‘s Ritz crackers in its latest TV spot.
The new ad, which launched Monday from agency of record Sharpe Blackmore Euro RSCG, shows a young girl using Ritz to get closer to her crush on the school bus. It closes with the tag line “Spread the Ritz,” which has appeared in three television ads from the agency to date.
Sharpe Blackmore took over the Ritz portfolio in 2007 and began shooting dialogue-free spots with folksy soundtracks to create a brand with more “emotional horsepower.”
“It really [is] this emotionally charged brand used as a gesture” of warm feelings, according to Jeff Plowman, vice-president, client services and strategic planning at Sharpe Blackmore. “Ritz had a great heritage with all the consumers we spoke to.”
When the campaign began in 2008, the more emotional “Spread the Ritz” positioning represented a change in direction from the low-sodium ads the brand had been lifting and adapting from the U.S. market. Plowman said the softer tone has gone over well with consumers, and is charting well with Kraft’s internal measurements.
The first TV spot featured 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.
A new set of print ads accompany the TV work into market. Plowman said there is some promotional marketing activity to come later in the year, but could not provide details.
