Pairing RITZ with today's hottest music. 

Cracker category and RITZ sales were down at Kroger driven by losses in Millennial households. To make sure they stayed at the top of the charts we paired them up with some of today's hottest music – music named after our sweet, salty, and savory toppings. Using VEVO we turned every song search into a shopping list turning Millennial music time into cracker inspiration. The result was huge dollar sales growth for RITZ and the aisle! 

TEAM

Art Director and Illustrator: Dena Hobbs 

Copywriter: Nika Mikhaylov

Motion Designer: Lucas Pimenta & Dariel Botega

Creative Director: Maggie McKeon & Jeremy Ruiz

Male VO/SAG:  Rudy Shultz/ Jack Grossman

Female VO/SAG: Jamie Blythe/Stewart Talent

AWARDS: Effies 2023 Shortlist – Media

RESULTS: Crackers +3.3% ($611K) driven by our +24.1% ($480K), fueled by +8.7% (46K) buyers, +8.1% (49K) trips, and +17.7% (125K) units.

DENA HOBBS
CHICAGO IL

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