With the exception of a tactical ad in 2014, Ritz hasn't bothered advertising in the UK for 30 years.
This has done the brand no harm in terms of name recognition. But now, Mondelez International, Ritz’s parent, has invested £10 million in an integrated campaign to launch Crisp & Thin. Mother, Mondelez’s strategic and creative partner for Ritz, created the lead TV spot in which a man and a woman munch on Crisp & Thin and start dancing to Gregory Porter’s version of Puttin’ On The Ritz. The ad is backed by outdoor, digital, in-store and PR activity. Porter is releasing his recording on iTunes. The work was directed by Fredrik Bond through Sonny.