Download Key Message Statement: “To our audience, Ritz Crackers are the

Ritz Crackers Planbook
Horizon Advertising, LLC
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Table of Contents
Ritz
Crackers
360°
Ad Campaign
“Open
for
Fun!”
[Ritz]
01.
Situation
Analysis
02.
Creative
Strategy and
Execution
03.
Creative Brief
04.
Media Strategy
05.
Other
MARCOM
Components
Situation Analysis
Product Category

Convenience products
o The convenience trend is driven by the desire to create more
leisure time
o Due to changing lifestyles, consumers are spending less time
planning and preparing meals
o Consumers spend no more than 30 minutes cooking dinner each
night, including preparing, cooking, eating the meal and cleaning
up.
o Single serve, easy to prepare, easy to take away products
o Food on the go

Top Brand for convenience products
o Hershey
o General Mills
o Pepsi
o Coca Cola
Our Brand – Ritz

Current campaign
o Open for fun
 Dedicated to inserting fun wherever, whenever they can
Competitors

As much of a threat as competing national brands pose, it is also important to note that the rising
trend of store brands. These in house private label brands often ad for retailers a higher margin
while offering a similar product to consumers at a lower price.
 Premium Saltine Crackers
o Positions brand as traditional cracker
o Saltine customers are brand loyal
 Wheat Thins
o Wheat Thins has 13 different variations including reduced fat, multigrain, parmesan,
organic, etc
o Marketed most in united states and Canada
 Keebler Club Crackers
 Triscuits
o Positions themselves as the healthy choice with no trans fat and 100% full grain
o Reducing the risk of heart disease
Consumer

Middle aged women ages 25 to 55
o They are the ones who are doing the grocery shopping and buying the product for their
kids, families, for entertainment or for themselves
Major companies blanket brands with packaging color and style to target different age and economic
classes, Ritz uses its bright color and lack of perceived unhealthy aspects that would be more appealing to
a young adult

Trends
o Explosive crunches and wild flavors right out of the box
o Marketers are moving in the direction of offering crackers that serve as mini-meals for
consumers who don't have time to sit down for a regular meal
o Health and wellness concerns
2
Creative Strategy and Execution
Creative Strategy
Target Audiences:
•
Women 25-55
•
College Students
•
Sports Fan
Key Message Theme:
To our audience, Ritz Crackers are the greatest snack choice because they are delicious, healthy, and
compliment many other great tasting snack foods.
Why it Works
Starting the #RitzFoodFight will help the cross
3
Creative Brief
Objective: the purpose of this campaign is to
revolutionize the Ritz Crackers brand. We want
to get people excited about the look, taste, and
feel of the Ritz cracker. Our goal is to make our
target audience think “Ritz” when they get that
insatiable craving for a satisfying snack. We want
to highlight the meaningful traditions Ritz has
associated with snacking for years, while creating
a personalized message to each consumer that
Ritz is far more than merely a cracker; it
embodies the endless possibilities of snacking!
The Target Audience: current customers, former
customers, competitors; women from age 25-55.
Approaching the Market: mass marketing:
undifferentiated marketing strategy view all consumers
as the same; basically marketing to everyone! A Pulsing
strategy of advertising will work best for this campaign.
Key Message Statement: “To our audience, Ritz Crackers
are the greatest snack choice because they are delicious,
healthy, and compliment many other great tasting snack
foods.”
This creative brief is to be presented to the Creative
Team, via the Account Executive of Horizon
Advertising, LLC
Strategy: Social media is our bestie! We plan to
run an ongoing interactive social media
campaign, promoting and speaking the message
on all of our great ideas! We will use social
media platforms such as Facebook, Twitter,
Pintrest, Storify, and YouTube. The overall goal
is to be as innovative, creative, and original as
possible! Our ad and commercial should
establish a lasting and memorable “position” in
the minds of current and potential consumers.
The appeals we want to incorporate are humor
and music.
Also, the campaign should include a specific ad
and TV spot for each holiday and major sport
event since those are days when people are
typically snacking. We will also have a 3 second
Super Bowl commercial branded by an iconic
well-liked celebrity.
Most importantly, we want to find a way to
give a ‘voice’ to our target audience and hear
their feedback. Similar to how Coca Cola put
personalized names on their soda cans, we
want to personalize the Ritz brand with the
interests of our consumers and the current
popular trends. Basically we want to make a
significant impact while staying culturally
4
Media Flowchart
SNACK WITHOUT RITZ
5
Media Strategy
•
Online- We’ll be using Instagram, Twitter, Youtube, and Facebook.
Promoting. YouTube Homepage Takeover
•
TV - Capitalize with Super Bowl and continue on from there with
ads on TV during primetime shows and sports channels.
•
Print- Coupons in the circulars, and possibly joint-coupons with
items from the commercial. These will start ahead of our reveal of
the Superbowl Ad and then continue until the end of the hashtag
campaign.
It’s
Ritz
Baby!
Column1
Online
TV
Print
6
Other
MARCOM
Components
Marketing Communication Tools
1. Public Relations Tools
a. Free Publicity: social media “conversations” and promotions
b. Storify: create an aesthetic, fun, interactive story with updates and
information that people can get involved with and follow
c. Pseudo & Real Events: local and national events for public outreach
and ‘connecting’ with consumers
i. These events will be centered around other major sport
events and at colleges
ii. At these events, people can play games, trivia, win prizes, ect.
d. Sponsorships: sponsor sport events to stay relevant and generate
awareness; AIDA Attention, Interest, Desire, Action
e. Press Releases: used to send to major magazine and newspapers to
spread the word about upcoming events, new products, ect.
f. Blog: a great use of two-way communication, similar to social media
marketing; another way to reach out, have conversations with the
public, and get feedback
2. Traditional Advertising Tools
a. Billboards
b. Newspaper and Magazine Ads
i. Free Standing Insert (FSI)
c. Online Ads
i. Banner
ii. Pop-up
iii. Retargeting strategies
d. Word of mouth
e. Share of voice
f. Media MixMedia Multiplier Effect
3. Online Tools
a. “Paid organic” SEO, Search Engine Optimization
4. Finding Our Audience
a. Analyze psychographic and demographic information to advertise
specifically to each audience (Aperture)
7
Horizon Advertising, LLC
200 Bloomfield Ave
West Hartford, CT 06117
CMM 260: Communication & Advertising
University of Hartford | Fall 2014
Lindsay Martinez, Miranda Schmalfuhs, Adrienne Branch