• by Karlene Lukovitz  @KLmarketdaily, June 6, 2016

Ritz crackers is debuting new creative for its “Life’s Rich” campaign, starting with a TV spot that will begin airing tonight, Lauren Sella, director, NA Ritz equity, tells Marketing Daily.

“Life’s Rich,” from The Martin Agency, was Ritz’s first new campaign in eight years when it launched in April 2015. 

It positions the crackers as an affordable indulgence by showing them being part of the special moments among friends and family that make life rich — a theme that aligns with today’s emphasis on relationships over materialism.

Also reflecting today’s more diverse family units and celebrations — and the often more spontaneous ways that people get together — the new creative focuses on conveying Ritz’s versatility. The ads spotlight Ritz pairings and recipes that can add creative touches to “anytime” get-togethers. 

The first new 30-second TV spot shows a preteen girl who’s clearly feeling very insecure after getting eyeglasses for the first time. That gets turned around when her family surprises her with a party where everyone’s wearing eyeglasses, and the snacks include “eyeglasses” made from Ritz crackers and other ingredients. Ending message: “It’s the little things that make life rich.”

The recipe will be posted in the Ritz area of Mondelez International’s Snackworks.com. Subsequent ads, including a second new TV spot that will launch over the summer, will also feature recipes that will be posted to Snackworks. The brand will  create additional “Life’s Rich” recipes for use in various ads and social platforms throughout the year.

The first TV spot will launch on Bravo, HGTV and E! prime-time programming on June 6 (and continue in prime time on those networks for a week). It will also air on ABC’s “The Bachelorette” on June 7 and NBC’s “Jimmy Kimmel Live!” on June 8.

The campaign’s other elements include paid digital advertising, social media (Facebook, Twitter and Instagram, in addition to YouTube), and PR.