RITZ Golden Summer
The Challenge: RITZ needed to re-energize its presence during the crowded summer snacking season. With 46% of consumers not using their vacation days, the brand saw an opportunity to give fans a reason to celebrate summer in their own way.
The Solution: We launched RITZ Sunkissed Crackers, a limited-edition golden-baked twist on the iconic buttery snack. To amplify awareness and spark national conversation, we paired the product drop with the Golden Summer Giveaway, a sweepstakes offering over 600 instant-win prizes like branded coolers, towels, and fanny packs, plus a $50,000 grand prize to fuel one fan’s dream summer. A dedicated site, ritzgoldensummer.com, supported daily entries and became the campaign hub, while PR, social, and retail activations extended reach.
The Results: By pairing the $50K giveaway with the debut of Sunkissed crackers, RITZ turned a product launch into a national conversation. The campaign delivered strong PR pickup and consumer engagement, marking the new cracker as the season’s must-try snack.
Client: RITZ
Agency: Weber Shandwick NY
Creative Directors: Emily Longfield & Nichola Taylor
Associate Creative Director: Rafael Sosa
Art Director: John Luke Polson