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Ritz Lightens Up With New Cracker Campaign

Come New Year's Eve, Kraft Foods is mounting an all-out blitz to depict Ritz crackers as playful and lively. Starting at dusk on Monday, light projections scattered across Manhattan will show Ritz crackers merrily bouncing in and out of a box. And anyone at home watching "Dick Clark's New Year's Rockin' Eve" on ABC will see newscasters asking celebrants to describe their idea of fun--with a Ritz logo on the screen.

The inaugural "Ritz. Open for Fun" TV spot shows blink-of-an-eye vignettes of fantastical Ritz-induced fun. A boy and his dog play Frisbee with a Ritz, a girl blows bubbles through a Ritz, and Ritz-shaped confetti rains down on an amusement park. Two 15-second spots--one using live action to simulate a video game and another using animation to simulate a party--will make their debuts as well.

As part of the campaign, Kraft commissioned Yankelovich to ask Americans how much fun they've been having. Most said they were having lots, but 95% said they wanted to have more. Ritz will send out news releases elaborating on the survey next year. "This is an integrated campaign with a ton of elements, and we are committed to making a big bang with it," says James Low, senior brand manager for Ritz.

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