Kraft Foods’ latest campaign for its Ritz cracker snack aims to depict the butter cracker as playful and lively. The “Ritz. Open for Fun” campaign, developed with agency Euro RSCG, includes humorous commercials, print ads and posters, as well as a number of interactive elements on a ritzcrackers.com, a microsite.
On the site is a “Fun or Not?” poll, a downloadable game widget and a variety of recipes. The company also is using banner ads with embedded online games on the Internet, specifically targeting Ritz’s core customer, women age 25 to 54.