Mondelez is launching Ritz Crisp & Thin snacks in the U.K., with a $15 million marketing campaign that aims to break the brand into a new category and win over a younger audience.
The "Putting on the Ritz" campaign centers on a colorful, joyful spot by Mother London, featuring a couple dancing their way along a subway car, up an elevator, around spacious gardens and through a pool hall, joined by an ever-increasing cast of fellow dancers.
Mother has created a lyric video to accompany the ad, which is set to a version of "Putting on the Ritz" by American jazz singer Gregory Porter. As a cartoon version of the couple makes its way through town, the words to the song appear on billboards, traffic signs, and store windows.
The lyric video capitalizes on the YouTube trend for videos where a song's lyrics are spelled out in words on the screen. Lyric videos were originally made by fans, eager to show love for their favorite songs, but their popularity has become so huge that record companies are getting in on the act.
The official lyric video for Avicii's "Wake Me Up" has passed 228 million views on YouTube, for example, and a new film about Amy Winehouse, "Amy," also employs motion graphics to spell out the lyrics of her songs on screen, as a way to help tell the story of the tragic singer.
A single of Mr. Porter's version of "Putting on the Ritz" is available from iTunes – as well as being released on vinyl – and his label, Universal Music, will promote the lyric video.
Kate Wall, Ritz senior brand manager, said in a statement, "Ritz has 93% brand awareness yet we've not fully showcased its brand in its 80 years of baking history. It's time for consumers to see what Ritz is all about."
According to Mondelez, the U.K. crisps and snack market is worth $3.5 billion. Brits are Europe's biggest consumers in this category, with 100 packets of crisps eaten per person per year.
The campaign includes TV advertising, out-of-home, digital, sampling, in-store activity and PR. Mother worked with PHD, Hill+Knowlton Strategies, Gravity Road and Hey Human to develop the work. Viewers watching the commercial on YouTube are invited to click through for extra content -- a video on how to "Ritz up" a night with mates, a picnic, or a date night, or to discover the "Ultimate Ritzy playlist."
Ritz Crisp & Thin are oven-baked potato snacks, and come in four flavors: cream cheese & onion, sea salt & vinegar, sweet red chilli, and sea salt and black pepper.