Ritz: Buttery Crackers Can Make You 'Rich'
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For Ritz’s first new campaign in eight years, the brand team sought inspiration from an unlikely source: The Great Depression. The new tagline, “Life’s Rich,” is a nod to the cracker’s original Depression-era positioning as a simple pleasure during dark economic times.
“We took inspiration from where we began, which was during the Great Depression in 1934. And that was when butter crackers could only be afforded by a few,” said Linda Lee, senior director of the North American cracker category at Mondelez International, the current owner of Ritz. “But Ritz really allowed the masses, allowed everyone, to have a taste of a buttery rich cracker,” she added.
While economic times are of course much better now, they aren’t exactly stellar. And Ritz is seizing on the notion that more people value experiences over possessions. “We’ve moved from an era of materialism and financial gain to an era that is about relationship, connection, just moments,” Ms. Lee said.
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