Culturally diverse families and their food recipes intersect in Ritz crackers’ “Our Holidays” campaign, which encompasses a range of holiday occasions.
Part of the brand’s “A Taste Of Welcome” platform, the campaign launched yesterday and will run through the remainder of 2022.
Families and food come together in this brief spot from The Martin Agency in which Ritz crackers are consumed in a variety of ways.
“The spot is meant to be inclusive of all seasonal celebrations—including Christmas, Hanukkah, Nochebuena and Diwali, just to name a few—that inspired the creative thinking and important message behind this campaign,” Ritz senior brand manager Mayte Killeen tells Marketing Daily.
“While Ritz is no stranger to celebrating the holidays, this is the brand’s first holiday campaign that features such a diverse variety of celebrations across the United States at each year’s end.”
Killeen describes the primary target audience for the campaign as “millennial families of all cultural backgrounds.”
Holiday recipes will rise to the top in December when Ritz releases a limited-time cookbook in partnership with chef Marcus Samuelsson and Bon Appetit titled “A Taste of Welcome: A Celebration of Food and Culture.”
Featuring stories and recipes from multiple immigrant families, the book will show the versatility of Ritz crackers in snacks, main and side courses, and desserts.
Born in Ethiopia and raised in Sweden before emigrating to the United States, Samuelsson “has always championed the importance of inclusivity and pushed for more diverse, cultural representation in and out of the kitchen,” says Killeen.