Ritz Crackers

RITZ CRACKERS 50TH ANNIVERSARY

OBJECTIVE

To revitalize Ritz's upscale image through a broad-based publicity campaign. Ritz was still #1 in the butter cracker category, but upstarts in the gourmet cracker category were beginning to eat away at Ritz's market share.

EXECUTION

To implement an intensive print and broadcast media campaign to reach the consumer. The campaign was targeted at the food, lifestyle and business press.

KEY EXAMPLES

Forbes, Newsweek, Chicago Tribune, Philadelphia Inquirer, Dallas Times Herald, The Today Show, NBC Nightly News with Tom Brokaw, etc.

RESULTS

This campaign generated press results beyond Nabisco's expectations. The net result was that Ritz sales increased 25%.