Nabisco Biscuit Co., Hanover, N.J., is rolling out its first campaign since 1994 focusing solely on the Ritz cracker brand. The advertising from J. Walter Thompson USA, Chicago, uses the new tagline "Nothing fits like a Ritz." The ads have Ritz crackers showing up as unexpected objects such as minivan tires and the moon. Ads will launch Sept. 20 on network TV as well as in October magazines. Nabisco is expected to spend $4 million on Ritz this year.
Copyright September 1999, Crain Communications Inc.