Mother London Is Puttin' On The Ritz for Mondelēz's New Snack Brand
Mondelēz International, the world’s pre-eminent maker of snacks, is launching a brand new multi-million pound, master-brand campaign for the launch of its new product, Ritz Crisp & Thin, a delicious, baked savoury snack set to shake up the crisps & snacking category.
The concept of the campaign, developed by Mother London, Ritz's strategic and creative partner, is based around ‘Putting on the Ritz’ – the idea being that Ritz Crisp & Thin transforms every day snacking moments, adding a bit of ritziness. Designed to open the Ritz brand to a younger audience, the campaign is aimed at a 24-45 year old demographic who love crisps and snacks.
The TV advert which has been masterminded by Mother, has been directed by acclaimed director Fredrik Bond and was shot in Lisbon. The advert features a remake of the soundtrack ‘Puttin’ on the Ritz’ which was recorded by Grammy award winning American jazz musician Gregory Porter. Consumers will see the TVC debuted on ITV at 20.45 this Friday 3rd July. The TVC will then be broadcasted across a range of terrestrial and digital channels across the UK.
Gregory Porter will be releasing a single of his remake of 'Puttin on the Ritz' which will be available to download from iTunes. In addition, the esteemed musician has created a lyric video, alongside Mother, to support his track. The video will be promoted by Porter's music label, Universal, via Vevo and Gregory’s own social channels.
The campaign will be supported by a £10m marketing campaign over the next seven months. Consumers will see the campaign across platforms which includes; TV advertising, OOH, digital, sampling, in-store activity and PR.
The OOH which has also been created by Mother, has been shot by photographer Carl Klein and will appear on roadside and digital six sheets across three and half thousand sites nationally. The OOH will showcase moving imagery of Ritz Crisp & Thin being poured into a bowl, the best way to serve the product and add some ritz to any occasion.
Mondeléz International has a clear vision to shake up the savoury baked snacks category with product innovation and communications which engages consumers on an emotional level.
Savoury baked snacks represents huge growth potential for Mondeléz in the UK – the savoury snacking market is worth in excess of £3billion. The UK is Europe’s biggest crisp & snacks market, worth £2.2billion with 100 packets of crisps eaten per person per year, making the UK the ideal launch pad for Ritz Crisp & Thin.
With Ritz's 80 years of baking heritage, there is no better time to conquer the savoury snacking market.
Kate Wall, Ritz Senior Brand Manager Ritz , comments: “We are extremely excited about launching the masterbrand world for new Ritz Crisp & Thin. Ritz has 93% brand awareness yet we’ve not fully showcased its brand world in its 80 years of baking history. It’s time for consumers to see what Ritz is all about and learn how to ‘Put on the Ritz’!”
Ana & Hermeti Balarin, Joint ECDs at Mother London say: “It’s as if the song Puttin on The Ritz was made for this product launch.”
Creative Agency: Mother London
Executive Creative Director: Ana & Hermeti Balarin
Music and Sound
Song: 'Puttin' On The Ritz', Gregory Porter
Director: Fredrik Bond
Category: Food , Snacks and confectionary
Genre: Animation , Music & Sound Design