Mondelēz International

Stephen McGowan, RVP, Shopper & Consumer Activation
Kara Farnham, Customer Director, Shopper Marketing
Christy Mangio, Customer Director, Shopper Marketing
Lauren Wright, Customer Director, Shopper Marketing

Geometry (New York) *Lead Agency

Fiona Noone, VP, Account Director
Jen Senerius, Account Director
Kayla Ovington, Account Supervisor
Katie McElligott, SVP, Group Creative Director
Curtis Stenger, Associate Creative Director
Taylor Wells, Copywriter

Geometry (Chicago) *Lead Agency

VaynerMedia

While RITZ Crackers are a longtime staple for rich-tasting holiday entertaining recipes, millennials were failing to see the brand’s relevance come Spring and bypassing the cracker aisle in search of lighter, fresh fare. RITZ Crackers needed to redefine cracker usage to include more casual, spur-of-the-moment springtime gatherings. Leveraging social content and retailer-specific mobile experiences, the RITZ brand told a versatility story that inspired different uses of RITZ Crackers (whether topped, dipped or eaten unadorned), partner solutions and consumption occasions. RITZ Crackers ultimately redefined perceptions withthis tech-driven younger audience.