CLIENT
Kraft Foods, Inc.
Charlee Taylor-Hines, Sr. Dir.-Advt. & IMC
Carlos Abrams-Rivera, VP-Savory Snacks
Jim Low, Dir.
AGENCY
Michael Fanuele, Mngng. Dir.-Strategy
Michael Lee, Exec. Creative Dir.
Hal Wolverton, Exec. Creative Dir.
Israel Garber, Creative Dir.
Carla Brand, Group Acct. Dir.
Erin Endres, Acct. Super.
Jesse Lawson, Sr. Planner Euro
Digitas
MediaVest Worldwide
Razorfish
Coyne PR
SUMMARY
For decades Ritz was one of America's most-loved crackers. But by 2006 the brand was at serious risk of becoming nothing special. So a search began of Ritz's soul to find a distinct emotional territory that the brand could own. What was found was fun. Beneath it all, fun is what Ritz is all about. With a new purpose, "The Champion of Fun," and a new identity, Ritz was re-introduced to America. The results were immediate and dramatic, reversing a multiyear decline in share and creating a substantial increase in sales.
