Mondelēz International has launched a new multi-million pound, master-brand campaign for the unveiling of its new product, Ritz Crisp & Thin.

The concept of the campaign 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 debuted on ITV at 20.45 on Friday 3rd July, and will be broadcast across a range of terrestrial and digital channels across the UK.

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.

Kate Wall, Ritz senior brand manager, commented: “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’.”

Ritz Crisp & Thin are available now in 30g single bags in Cream Cheese & Onion and Sea Salt & Vinegar flavours with an RRP of 79p, and 100g sharing bags in four flavours – Cream Cheese & Onion, Sea Salt & Vinegar, Sweet Red Chilli, and Sea Salt & Black Pepper – with an RRP of £2.19.

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