Effie Case Study: RITZpiration
Manufacturer: Mondelez International
Lead Agency: Geometry Global
2018 Shopper Marketing Effie Award: Multi-Retailer Program (Bronze); Seasonal/Event (Bronze)
The Ritz cracker has been a holiday season staple for years, but to drive sales and engagement with the brand beyond that dependable Q4 sales season, Mondelez International aimed to discover a new seasonal tradition. Shopper insights led them toward “Transitional Millennials” and their love of social gatherings and a celebration of spring.
The campaign was called “RITZpiration” to bring excitement and inspiration to the cracker when consumers weren’t thinking about the cracker. The Ritz team found that Transitional Millennials are at an interesting point in their lives, where they are open arms to new opportunities, new people and plenty of social gatherings in the nontraditional, holiday space. Spring is an especially busy party season. As the winter doldrums fade, Transitional Millennials begin the hunt for trendy brunches and ways to get together with family and friends.
The shopper insights work on Transitional Millennials helped uncover how they shop differently at Albertsons, Target and Walmart, so the RITZpiration campaign developed unique digital and in-store creative solutions for each retailer.
At Target, an influencer program drove attention to new ideas for the cracker with influencers dubbed the Clever Girls. There was also a Cartwheel offer and Target media buys for Ritz recipes and the Easter season. Sampling in stores focused on a Ritz chicken nachos recipe.
At Albertsons, digital included similar influencer work from the Clever Girls and social posts. Print ads also helped draw attention.
At Walmart, Collective Bias was tapped to generate social buzz. At retail, a coupon and recipe handout were delivered during a sampling event, complete with a fun, interactive wheel. There was a Rollback callout in-store, too.
Ritz sales increased at each retailer: Target saw an increase of 4%, Albertsons 5% and Walmart 6%. Category sales rose by more than 7% at Target, and by more than 1% and 2% at Albertsons and Walmart, respectively.