Classic crackers: the brief was to increase purchase frequency and AOV
through recipe posts on the brand’s owned social media channels.
We knew they could do so much more.
When we heard that over half the kitchens in America have a Ritz box in it,
we knew it was valuable media space – a billboard inside the home!
We saw an opportunity for a Connected Pack that would turn that simple
cardboard box into a magical portal.
Pin-able recipes were targeted based on day-parting, seasonality, regional ingredient
popularity, and insights around regional demographic and psychographic data.
During football season, the experience served recipes featuring teams
contextual to the user’s location as well as day-parted taste-cues.
We had a bank of assets that matched up every permutation of face-offs
and served them to consumers in corresponding cities.
From an art direction standpoint, our bold 'RITZ red' plate provides brand prominence
and continuity, but also allow the playful recipes to be the focus.
