Cracker stalwart Ritz has launched its first television campaign in eight years in conjunction with The Martin Agency: "Life's Rich." The campaign, which calls back to the brand's origins as a luxury for the masses during the Great Depression, debuted with a 30-second script that highlights the everyday indulgences that make life rich.
The aim of "Life's Rich" is to appeal not to the materialistic definition of rich, but rather the experiental definition. Linda Lee, who is the senior director of the North American cracker category at Mondelez International, told AgencySpy that "we’ve moved from an era of materialism and financial gain to an era that is about relationship, connection, just moments," which explains the new campaign.
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