EAST HANOVER, N.J.,
Nov. 11, 2020 /PRNewswire/ -- The
RITZ brand, one of America's favorite crackers, today unveiled its
"Where There's Love, There's Family" advertising campaign for the
2020 holiday season, celebrating the beauty and importance of
chosen families. Through an emotionally-charged TV spot, custom
content partnerships with Hulu and Vice Media Group, and a robust
social media campaign, the RITZ brand sets out to remind consumers
that there is strength and love in togetherness, and a blood
relation isn't the only way to define family.
The "Where There's Love, There's Family" TV spot opens with a
series of vignettes featuring people longing for inclusion and
acceptance, from a grandmother unable to be near her family, to a
gay man whose mother hasn't reciprocated his many attempts to
connect. The video reaches a pivotal moment when, at a homeless
shelter, a young girl shares a RITZ cracker with a man sitting
across the table from her. At that moment, a connection is forged,
bringing a smile to the man's face. The video culminates with each
person finding belonging and love, celebrating the holidays with
their chosen families, who welcome and embrace them as they
are.
"'Where There's Love, There's Family' challenges the definition
of 'family' and the belief that it has to be defined by blood or
marriage," said Patty Gonzalez,
Senior Director of Marketing at Mondelēz. "At a time when our
families may be strained as a result of social distancing,
political tensions or personal orientations and identities, the
RITZ brand's campaign is intended to encourage Americans to help
build a more accepting world and welcome in those that may be
feeling disconnected or alone."
The casting of the TV spot was incredibly important in bringing
"Where There's Love, There's Family" to life. Created in
partnership with The Martin Agency, the RITZ brand and director
Andre Muir focused on bringing
authentic stories to life, and cast two gay men of color, a
transgender woman (with her roommates as background extras) and a
non-binary person for the spot. This focus on diverse storytelling
gives a voice to those who can relate firsthand to the power of
chosen families.
"We felt strongly about finding a cast who could help us tell
these important stories in an authentic and meaningful manner,"
said Sara Kuhs, Creative Director at
The Martin Agency. "During casting, it became apparent to us how
closely linked the actors' personal experiences were to those they
were portraying, making our message about inclusion and belonging
that much more palpable and powerful." As part of its "Where
There's Love, There's Family" campaign, the RITZ brand is proud to
donate $50,000 to three charitable
groups in the U.S. whose missions are founded in creating a more
welcoming place for all: Hispanic Star, It Gets Better
Project and Invisible People.
The new RITZ brand "Where There's Love, There's Family" premium
national marketing campaign also features digital videos, banner
ads, social advertising, as well as custom content collaborations
with Hulu and Vice Media Group. Led by Spark Foundry, the RITZ
brand and Vice Media Group present 'Our Table,' an original content
series spotlighting the real stories of four chosen families and
the bonds created by their shared interests and unlikely
friendships. Tapping into Vice Media Group's diversified platforms,
including Vice Digital, Munchies, Refinery29, R29 and Somos, the
RITZ brand will connect with unique audiences to spread their
welcoming message and inspire inclusivity this holiday
season.
The RITZ brand is also marking the holidays with the return of
its popular limited-edition Snowflake cracker, featuring the
classic taste of RITZ Crackers in a delightful snowflake shape.
Perfect for holiday spreads and snacking, the RITZ brand's
Snowflake crackers are available at grocery retailers
nationwide.
For more on RITZ, visit
https://www.facebook.com/RITZCrackers and https://www.instagram.com/RITZCrackers.
About Mondelēz International
Mondelēz
International, Inc. (NASDAQ: MDLZ) empowers people to snack right
in over 150 countries around the world. With 2019 net revenues of
approximately $26 billion, MDLZ is
leading the future of snacking with iconic global and local brands
such
as OREO, belVita and LU biscuits; Cadbury
Dairy Milk,
Milka and Toblerone chocolate; Sour
Patch Kids candy and Trident gum.
Mondelēz International is a proud member of the Standard and Poor's
500, Nasdaq 100 and Dow Jones Sustainability Index.
Visit www.mondelezinternational.com or follow the company
on Twitter at www.twitter.com/MDLZ.
1Nielsen, Total US xAOC+C — 52 weeks ending
6/27/20
Contact
Casey Carty
ccarty@hunterpr.com
212.679.6600
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