The Baked to Perfection ‘masterbrand’ campaign aims to celebrate ‘boundless creativity’ and follows the launch of Ritz Crisp & Thin and Ritz Bakeful in May 2015 and September 2016 respectively.
The company said being baked rather than fried means both product lines are not only full of taste, but better for consumers too, tapping into the trend for “lighter living and lower-fat snacking”.
Sandra Ferreira, senior brand manager of crisps & snacks at Ritz owner Mondelēz, said: “The creative strategy of this campaign simultaneously celebrates the new products that are being developed in the Ritz Bakery, whilst still establishing our many years of heritage and expertise in creating delicious savoury snacks that are better for you.”
The campaign, which will run for 13 weeks, will feature two 20-second television advertisements promising an “explosion of sound and music”.
The campaign will also include delivery of 1.3 million samples.