CLIENT
Mondelez International, Inc.
Jillian Durojaiye, Customer Director Shopper Marketing
Andrea Suarez Navarro, Shopper Marketing Operations Manager
AGENCY
Christina Ryan, Account Director
Tessa Louche, Account Supervisor
Kristin Collins, Senior Account Executive
Maggie McKeon, Creative Director
Dena Hobbs, Art Director
Nika Mikhaylov, Senior Copywriter
Leah Sallen, SVP, Omnichannel Media
SUMMARY
Holiday season is peak for Kroger cracker sales, but in 2021 RITZ and the category felt the impact of lessened millennial foot traffic leaving units in decline. What led to our lack of millennial shoppers? Their families! Moms were in-store but prioritizing everyone else, leaving themselves off lists. We knew to grow in 2022, we needed change. Using VEVO, we tied RITZ into her holiday music me-time, bringing magic and cracker inspiration to her this season, resulting in huge dollar sales growth for RITZ (+24.1%) and the aisle (3.3%) year-over-year!
