Mondelēz International is boosting its new Ritz Crisp & Thin baked snack products with a multi-million-pound marketing campaign.
The £10m brand campaign comes as it targets the growing savoury snack market.
It includes a new TV advert, as well as digital, out-of-home, sampling and in-store activity over the next seven months.
It will be based around the slogan ‘Putting on the Ritz’, and a remake of the classic soundtrack has been recorded to go with the new TV advert, recorded by Jazz musician Gregory Porter.
Porter will also be releasing a single of the remake, which will be available to download from iTunes.
Kate Wall, Ritz senior brand manager, said: “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 is available now in sharing bags and single bags to complement any snacking occasion.
The company said: “Savoury baked snacks represent huge growth potential for Mondelēz in the UK –the savoury snacking market is worth in excess of £3bn.
“The UK is Europe’s biggest crisp and snacks market, worth £2.2bn with 100 packets of crisps eaten per person per year, making the UK the ideal launchpad for Ritz Crisp & Thin.”
The new advert was first aired on ITV on Friday 3 July.