Top it off with Ritz. The Cracker for any occasion.

1. Top it off with Ritz. The Cracker for any occasion.

2. Jeaninne Croteau jcrotea1@ithaca.edu Allyson Hotchkin ahotchk1@ithaca.edu Chelsea Monahan cmonaha2@ithaca.edu Alfredo Sanchez asanche1@ithaca.edu Megan Wormser mwormse1@ithaca.edu

3. Table of Contents Introduction…………………………………………………………………………………………………….3 Situation Analysis…………………………………………………………………………………………….5 Objectives………………………………………………………………………………………………………..9 Research………………………………………………………………………………………………………..12 Target Market………………………………………………………………………………………………..14 Creative………………………………………………………………………………………………………….16 Media……………………………………………………………………………………………………………..21 Integrated Marketing Communications…………………………………………………………..25 Marketing Recommendations…………………………………………………………………………27 Evaluation………………………………………………………………………………………………………28 Appendix………………………………………………………………………………………………………..29 Top it off with Ritz. The Cracker for any occasion. 2

4. Introduction Executive Summary Craving a bite of success? ADmire Us has developed a re-inventive advertising campaign for Ritz Original Crackers. Our comprehensive plan is designed to increase consumption among female consumers between the ages of 25-54. Admire Us’ goal is to enhance the perception of Ritz Original Crackers by positioning the product as versatile. The campaign’s main objective is to increase sales by 3%. Also, ADmire Us plans to strengthen and enhance brand loyalty among already avid users of the Ritz product. Our agency’s objectives and goals will be met through dynamic, trendy advertising, a tactical IMC approach , and strategic media planning. products. ADmire Us plans to fulfill the needs of our consumer’s wants and needs by providing them with a product that presents versatility. Through compelling advertising, our agency plans on showing consumers the endless possibilities one delicious buttery cracker contains. The campaign plays off the power of the cracker: the power of its ability to enhance an ordinary meal, its ability to transform into numerous recipes, and the cracker’s convenience. Top it off with Ritz. The Cracker for any occasion. Overview “Top it off with Ritz. The cracker for any occasion.” Our Ritz Cracker Campaign is designed to encompass the multifaceted culture of today’s society. Consumers are looking for change and more than one use for their 3

5. Introduction process to be overlooked to make sure the brand will result in a great finished product. Baking: Lastly, the baking process is where all the unique components of a brand are integrated and implemented. The baking process produces the finished brand, packages it with care, and distributes it to consumers that desire a unique, compelling experience. Brand StrategyADmire Us believes that every great brand consists of the perfect ingredients. In order to create or transform a brand, each ingredient has a special purpose in the grand scheme of things. We believe that designing a brand is like baking. The three most essential steps to producing a delicious, unforgettable brand are: Mixing: The first step involves checking that all the components of the marketing mix are present: the target audience, the compelling message, and the media vehicles. One of the most essential elements of this step is to make sure that every ingredient is evenly distributed throughout the mix. Forming: The forming process is where the action takes place. The rolling out of the ideas and the overall flavor of the advertising campaign is designed. This is where ideas take hold of their own taste. Forming allows the Top it off with Ritz. The Cracker for any occasion. 4

6. Situation Analysis In terms of Nabisco, the company was first created in 1901. In 1981 the brand completed its first corporate merger with Brand Standards, the makers of Planters Nuts and Lifesavers. Historical ContextIn 1934 the National Biscuit Company, now known as Nabisco, created an affordable, delicious cracker to relieve American spirits and wallets during the Great Depression. Nabisco’s first Ritz Cracker marketing campaign positioned the product as “a taste of affordable luxury.” Thecracker was introduced as a prestige item conjuring up images of the Ritz Carlton Hotel in New York City. Within three years of its introduction to the cracker market, Ritz became the largest selling cracker in the world and became a staple household item. Over the years, Ritz has encompassed promotional headlines such as: "Anytime is the right time to serve Ritz," "Tomorrow's cracker--today," and "Almost overnight, America's most popular cracker." In 2008, Ritz Crackers became the official cracker of NASCAR. Four years later Nabisco merged with R.J. Reynolds another successful corporation. In 2000 Nabisco faced its greatest change when the company was acquired by Philip Morris Companies, Inc. and merged with Kraft Foods. 5 Top it off with Ritz. The Cracker for any occasion.

7. Situation Analysis Situation Analysis Sociocultural The rate of childhood obesity is on the rise. Parents are looking for low calorie snacks for their children and themselves. In today’s society, the ability to multitask has become essential. Consumers now value products that are simple and fit into their everyday busy lifestyles. Versatility has also become valued in a product. The ability of products to serve more than one purpose is now of the essence. Economic The current economic crisis of the United States poses a threat to any product. Higher priced items are going to decrease in sales. Lower priced items are likely to increase in sales. Consumers are looking for the most quality and quantity for the lowest price. Technology The Internet has become a main source of information and location for purchasing items. Product websites now offer product purchases, consumer feedback, and interactive programs drawing consumers to a brand. Online grocery shopping has also become a new fad. In which consumers can grocery shop from their own homes and have their groceries delivered. Top it off with Ritz. The Cracker for any occasion. 6

8. Situation Analysis • SWOT Analysis • Strengths • Ritz Crackers is the number one brand in the cracker industry • In 2007 the brand had the highest annual sales of $378,150,500 • Strong loyal consumer base • Weaknesses • Consumers are looking for trendy, new products • Ritz Crackers do not offer as many varieties as the brand’s competitors • Opportunities • The current health conscious nation is looking for low calorie snacks • Our busy bodied society is looking for a quick, convenient snack food • The rise of fast food chains and restaurants opens doors to partnerships, possibly placing Ritz Crackers in multiple venues • Threats • Competition is increasing resulting in more alternatives to crackers and snack foods • The country’s economic issues leading to a cut back in food purchases 7 Top it off with Ritz. The Cracker for any occasion.

9. Situation Analysis • Competitor Analysis • Premium Saltine Crackers • Positions the brand as the traditional cracker • The brand does not currently have an advertisement campaign, but remains strong in sales • Saltine consumers are very brand loyal • Wheat Thins • “Great Taste, Big Crunch…” • The brand has 13 different variations including Reduced Fat, Multigrain, Parmesan, Organic, etc. • The brands major markets are the United States and Canada. Triscuits • “Baked Whole Grain Wheat Crackers” • Position themselves as the healthy choice with zero trans fat and 100% full grain. • The brand promotes itself as reducing the risk of heart disease. • Keebler Club Crackers • The brand promotes itself as “Light, Tasty, and Buttery…” Top it off with Ritz. The Cracker for any occasion. 8

10. Objectives • Objectives • Marketing goal • Our marketing goal is to increase sales by 3% with our campaign. • Advertising goals • Our advertising goals are to: • position Ritz as “versatile” • increase awareness of Ritz Crackers • Create or change attitudes • Time frame • Our advertising campaign will last for one year. We will be using a flighting plan, and in doing so we will advertise for two months at a time, skipping one or two months in between (i.e. during or before holidays, etc.). We will advertise during the months of January, February, May, June, August, September, November, December. Budget Summary $11,972,271 Production Costs: $600,000 Print Family Circle: half page colored ad, (no discounts): $150,800 ($452,400 for 3) People Magazine: half page colored ad, in regular issues: $180,110 ($540,330 for 3) Martha Stewart Living: half page colored (with discount) ads: $69,050 ($207,150 for 3) Oprah Magazine (“O”): half page ads with discount: $88,196 ($264,588 for 3) Good House Keeping: half page no discount: $192,410 ($577,230 for 3) (Total for section: $2,041,698) Internet Banners 468x60, pixels CPM: $10, frequency= 3 9 Top it off with Ritz. The Cracker for any occasion.

11. Objectives Allrecipes.com, 9.8 million, ($294,000) (for 4 months $1,176,000) Oprah.com, 3.3 million people, ($99,000) (for 4 months $396,000) Goodhousekeeping.com, 700,000 people, ($21,000) (for 4 months $84,000) Rachelray.com, 100,000 people, ($3,000) (for 4 months $12,000) Marthastewart.com, 2.5 million people, ($75,000) (for 4 months $300,000) Foodnetwork.com, 4 million people, ($120,000) (for 4 months $480,000) Familycircle.com, 80,200 people, ($2,406) (for 4 months $9,624) (Price: $614,406) (For two months: $1,228,812) (For 4 months: $2,457,624) Out-of-Home Billboards: CPM: $2 (Metropolitan centers) New York City, NY- pop. 20 million, GRP 100, $1,200,000 Washington, DC- 5.3 million people, GRP 75, $238,500 Miami, FL- pop. 5 million, GRP 75, $225,000 Chicago, IL- pop. 3 million people, GRP 75, $138,000 Philadelphia, PA- pop. 5.8 million, GRP 75, $261,000 Los Angeles, CA- pop. 12.9 million, GRP 100, $774,000 Houston, TX- pop. 5.6 million, GRP 75, $252,000 Denver, CO- pop. 2.5 million, GRP 75, $112,500 Atlanta, GA- pop. 5.3 million people, GRP 75, $316,740 Phoenix, AZ- 4.6 million people, GRP 75, $207,000 Boston, MA- pop. 4.4 million, GRP 50, $132,000 Seattle, WA- 3.4 million people, GRP 50, $102,720 (For 30 days, or 1 month) (Total for section: $3,959,460) Television Desperate Housewives (9pm, Sunday, ABC): $270,000 for two 15 sec. spots ($810,000 for 6) Grey’s Anatomy (9pm, Thursday, ABC): $419,000 for two 15 sec. spots ($1,257,000 for 6) Oprah: $117,163 for two 15 sec. spots ($351,489 for 6) Ellen: Estimated $115,000 for two 15 sec. spots ($345,000 for 6) The View: $50,000 for two 15 sec. spots ($150,000 for 6) (Total for section: $2,913,489) For all sections, as is, $ 11,972,271 Top it off with Ritz. The Cracker for any occasion. 10

12. Objectives Billboards $3,959,460 National Broadcast and Cable 2,913,489 Interactive Ads 2,457,624 Print 2,041,698 Production 600,000 11 Top it off with Ritz. The Cracker for any occasion.

13. Research Research For research methods, we chose to try and understand the spending habits of our target audience. We wanted to know why they would use our product, what would persuade them to choose Ritz crackers over other brands, and what media would be best for us to appeal to them in. Because our target audience is women ages 25-34, we wanted to focus on their needs, their lifestyles, and their purchasing behavior. Primary Research For Primary Research, we decided to use the following methods: Surveys Surveys were emailed, and distributed to 200 women in the smaller segment of our target market (the 25-29 year olds.) We though these women were more likely to be users of the internet and email outside of work, and that it was a convenient, easy way to reach them. They could respond more quickly with little to no effort. Focus Groups Focus groups were conducted, in which members of our target audience were asked about their specific spending habits on groceries. We focused on our entire target audience, and had 6-8 focus groups with twelve women in each major city that our campaign would be aimed towards. Through these focus groups, we could learn and identify what they feel about Ritz crackers already, and could help us to target them on a more personal level. Top it off with Ritz. The Cracker for any occasion. 12

14. Research Interviews We’ll conduct Interviews with 50 in-person and 150 over the phone with our target audience segment ages 29-34. We decided to target these women since they were the ones home during the day with their kids or waiting until their small children get home from school. We know this group is constantly on the go, since many are starting a family, and we wanted to cater to their needs while getting useful information about their purchasing habits and providing for themselves and their family with food and necessities. • Secondary Research • For Secondary Research we decided to investigate: • How past Ritz campaigns have been effective, and what target market(s) they have targeted • What women in these age groups tend to think are important culturally and socially, by engaging in some of their behaviors, i.e. watching TV shows they are interested in, reading magazines they read, visiting the sites they visit most often • Analyzing competitors’ strategies for trying to reach this group (mainly Saltines and Townhouse Crackers) • Keep up with trends on MRI for Ritz, and its main competitors • Monitor MRI to keep up with demographics and psychographics of our target audience 13 Top it off with Ritz. The Cracker for any occasion.

15. Target Market The older portion of this market is women 30 to 34. While some of the women in this age group may still enjoy doing things that the younger group enjoys doing, we are targeting them as if they are young mothers with young children. We are going to use the fact that these women have children to our advantage. The women we are targeting are at very different stages of their life with school, work, and motherhood. We want to be able to target the ones who throw parties and have children. In addition to those who are still in the process of directing their lives are the ones who are always on the go and may just need a quick snack. Primary Target Market Our target market is women, ages 25 to 34. We are only focusing on women in the United States. We will be focusing on this market in two groups. The younger portion of the market is women 25 to 29. We consider these women to still be living a “younger” lifestyle. They enjoy going out and having a good time. These women like having people over and entertaining guests. We are going to use the fact that these women enjoy entertaining guests to our advantage. Secondary Target Market Our secondary target market is women, ages 35 to 54. We are targeting these women because they are even more likely to be moms than women in the 30 to 34 age group. However, their children may be more grown up so they are a secondary market. We really want to focus on women with young children. Top it off with Ritz. The Cracker for any occasion. 14

16. Target Market Campaign Strategy Based on the fact that our target market is either on the go or planning a party, we propose to position your brand as “versatile.” We want people to associate versatility with Ritz crackers. We want to stress the fact that Ritz crackers can be eaten any time, anywhere, and with any topping. We want people to “Top it off with Ritz. The cracker for any occasion.” To show that Ritz Crackers are, in fact, “the cracker for any occasion,” we will create a campaign that shows Ritz Crackers in all different settings. We want to show that they are the perfect snack for a party, the perfect after-school snack for your children, and the perfect snack for when you are at work or on-the-go and need to get somewhere fast. 15 Top it off with Ritz. The Cracker for any occasion.

17. Creative The Big Idea Our big idea is to position Ritz Crackers as versatile. Creative Strategy Our campaign will accomplish our objectives by showing that the Ritz Cracker is an easy snack that can be eaten whenever, wherever, and with whatever. We have come up with a series of television commercials to promote its versatility, as well as magazine ads and billboard ads. The combination of these ads will create a campaign that will promote Ritz Crackers as “The cracker for any occasion.”The ads will feature concepts such as Ritz Crackers being used at a party, Ritz Crackers being used as a snack for children, Ritz Crackers being used as a snack when you’re on the go, and Ritz Crackers being eaten with any topping you can think of. By combing these different ideas into one campaign the idea that Ritz Crackers are versatile will be very apparent. People will begin to associate “versatility” with the Ritz Cracker. It will not take them long to see that Ritz Crackers are truly “The cracker for any occasion.” Art Direction We will be using numerous images to enforce our message. We will show through television commercials that Ritz Crackers are the perfect snack for a party, the perfect after-school snack, and the perfect snack for when you are on the go. All of the ideas in the television commercials will be reinforced with magazine advertisements. The billboard ads will focus on the fact that any topping is good on a Ritz Cracker. The reason we will save this concept for billboards is because it is the easiest to explain without words or video. The pictures will make our message obvious. Top it off with Ritz. The Cracker for any occasion. 16

18. Creative Internet Banner Our Internet banner will also portray the idea that any topping is good on a Ritz Cracker. The banner will show a Ritz cracker with a topping on it in the middle of a red background. The cracker will stay there for a few seconds before sliding to the left off the banner. Another Ritz Cracker with a different topping will then slide in from the right and stay in the center for a few seconds, before sliding off the left side of the banner. This will continue to show five different crackers. After all the crackers with the different toppings have been displayed the copy, “Top it off with Ritz. The cracker for any occasion,” will show. Billboard Advertisements The billboard ads will focus on the fact that any topping is good on a Ritz Cracker. The reason we will save this concept for billboards is because it is the easiest to explain without words or video. The pictures will make our message obvious. 17 Top it off with Ritz. The Cracker for any occasion.

19. Creative Magazine Advertisements The magazine advertisements will also focus on the fact that any topping is good on Ritz Cracker. However, these ads will also portray that Ritz Crackers are a snack for any occasion. Minimal copy will be used for the ads. The copy used will be the slogan, as well as a few words to help describe occasion. The following advertisements are the three magazine advertisements that we will incorporate into our campaign. Top it off with Ritz. The Cracker for any occasion. 18

20. Creative Television Advertisements We have several ideas for television advertisements. The strongest of which is a commercial in which a woman is hoping to get a job promotion and gives her boss a package of Ritz Crackers to persuade him to choose her. The storyboard for this commercial is to the right. 19 Top it off with Ritz. The Cracker for any occasion.

21. Creative • Television Advertisements • Other television advertisement ideas include: • A husband informs his wife that his boss is coming over for dinner. She starts scrambling around because there isn’t any food in the house. She then opens up a cupboard and the camera lands on a box of Ritz Crackers. The next shot is of a tray full of Ritz Crackers with different topping choices being shown to the dinner guest. The last shot is of a red background with yellow text that says, “Top it off with Ritz. The Cracker for any occasion.” • A party setting with Ritz Crackers as hors d’oeuvres. Guests are raving about the food and how it must have taken hours. The hostess smiles and thanks them while subtly knocking the empty Ritz Cracker box into the garbage. The last shot is of a red background with yellow text that says, “Top it off with Ritz. The Cracker for any occasion.” Top it off with Ritz. The Cracker for any occasion. 20

22. Media • Media Objectives • To reach women ages 25-34. We consider these women to still be living a “younger” lifestyle. They enjoy going out and having a good time. These women like to entertain guests. While some of the women in this age group may still enjoy doing things that the younger group enjoys doing, we are targeting them as if they are young mothers with young children. • To build a strong relationship between the consumer and Ritz that will encourage consumers to see Ritz as a versatile, used for every occasion cracker. • To have a National geographic scope of the placement of the advertisements. • For all Target Markets to get equal message weight. • Media Strategies • To achieve an effective reach of 70% of our target audience. • To obtain an effective frequency of five. • To launch a one year campaign, beginning January 2009. • To have a flighting plan because we feel that there are only certain times of the year that we are necessary to advertise. These months are around the holidays or festivities so it is to remind the consumers to use Ritz for their entertaining occasions. We will advertise in January, February, May, June, August, September, November, December. • The television advertisements that we run will all be 15 seconds in length. The magazine advertisements we run will all be a half page. The billboards will be 9 feet by 20 feet, and the Internet banners will be468x60 pixels. 21 Top it off with Ritz. The Cracker for any occasion.

23. Media • Media Mix • Print • People Magazine • Family Circle • Martha Stewart Living • Oprah Magazine (“O”) • Good House Keeping • We will be running our print advertisements in the magazines listed above. A majority of our target audience reads these magazines the most. The older portion of our target audience is women ages 30 to 34. Since we consider a majority of them to be young mothers, they are reading these magazines for their families to acquire tips to help satisfy their family’s needs. Most of these magazines involve entertaining and cooking, our Ritz ads will fit in nicely with the subject of the magazines. Our target audience will relate Ritz as the cracker for any occasion. Therefore, it will deliver our message to our target audience in an effective and efficient way. Top it off with Ritz. The Cracker for any occasion. 22

24. Media • Internet • Foodnetwork.com • Rachelray.com • Marthastewart.com • Familycircle.com • Goodhousekeeping.com • Oprah.com • Allrecipes.com • We will be placing Internet banners on the websites listed above. A majority of our target audience is on the Internet especially on these websites. The younger portion of the market are women ages 25 to 29. We consider these women to still be living a “younger” lifestyle. They are spending more time on the Internet. These women like having people over and hosting parties. We are going to use the fact that these women enjoy hosting parties to our advantage. Our banners portray ways that the women can use Ritz for any occasion, even their entertaining needs. The older portion of this market are women ages 30 to 34. While some of the women in this age group may still enjoy doing things that the younger group enjoys doing, we are targeting them as if they are young mothers with young children. We are going to use the fact that these women have children to our advantage. These banners will provide them with great snack ideas for their children and to reinforce that Ritz can be used for any occasion. 23 Top it off with Ritz. The Cracker for any occasion.

25. Media • Out-of-Home • New York City, NY • Los Angeles, CA • Boston, MA • Denver, CO • Miami, FL • Dallas, TX • Philadelphia, PA • Chicago, IL • We will place eight billboards throughout the country during the month of December. The cities we have chosen for the billboards are listed above. Since our target market is busy during the holiday season, they will be on the roads running errands. As they are heading to the grocery store or doing holiday shopping, they will see the Ritz billboard. Since the holidays will be on their mind, it will remind them to get Ritz Crackers for their Holiday entertaining. We choose the billboards because our target audience is on the road and this is an effective way to hit a large percentage of our reach. Television Desperate Housewives (9pm, Sunday, ABC) Grey’s Anatomy (9pm, Thursday, ABC) Oprah Ellen The View The television shows we chose to advertise during are listed above. They are mix of primetime and daytime shows. These are the shows the majority of our target audience watches the most and therefore will efficiently and effectively send our message to our target audience. We chose the primetime shows to reach the younger portion of our target audience, women ages 25-29. The talk shows such as Oprah and The View will reach the older portion of our target audience, women ages 30-34. Top it off with Ritz. The Cracker for any occasion. 24

26. IMC • Contest • Objective • Ritz crackers will feature a section on their website where consumers can submit their recipes using Ritz crackers. Consumers can also submit by mail. This contest will have consumers thinking of creative ways of using Ritz while reinforcing Ritz as versatile. • The recipe submissions must include Ritz as an ingredient. Users are encouraged to submit creative recipes and demonstrate Ritz as versatile; fine dishes to pastries. • Contestants will submit recipes on the Ritz homepage or by mail. • The five winners will have their recipes featured on the Ritz homepage and in Kraft Magazine. A year supply of Ritz. First place will have a $5,000 cash prize. 25 Top it off with Ritz. The Cracker for any occasion.

27. IMC • Event Sponsorship of Ritz Cook-Off • Objective • Ritz Crackers will host its first-annual cook-off, an informal gathering with the simple goal of sharing recipes and enjoying food. The cook-off is to increase awareness of the versatility of the cracker. In addition, it will reinforce that it can be used for any occasion. The cook-off will have consumers thinking of creative ways for using Ritz in their recipes. • Contestants must submit their submission for the cook off along with recipe. The recipe must use Ritz as an ingredient. • During the cook-off the contestants each prepare dishes for judging either by a select group of judges and by the public. • There will be several categories where contestants can win either first, second, or third. • The grand prizewinner will win the Gold Ritz cook-off award and a grand prize of $10,000. • This cook-off will be pitched to several TV networks, in hopes of being featured in a show. Ritz Cracker Stuffing Top it off with Ritz. The Cracker for any occasion. 26

28. Recommendations Marketing Recommendations We plan on changing the packaging of Ritz Crackers in order to further implement the term versatility in the mind of the Ritz Cracker consumers. The new Ritz Cracker boxes would still be red and have the same Ritz logo but would also have our slogan “Top it off with Ritz. The cracker for any occasion.” On the back of the box we would include different recipes that can be made using Ritz Crackers. There are a lot of different recipes using Ritz Crackers such as Ritz Mock Apple Pie, Ritz Breaded Chicken or Fish, Ritz Cookies, Ritz Stuffing, etc. Having different recipes on the box would demonstrate to the Ritz Cracker consumer that Ritz Crackers are not only a great tasting snack but can be used for a variety of dishes which proves just how versatile Ritz Crackers are. Ritz Mock Apple Pie Ritz Breaded Fish Ritz Cookies 27 Top it off with Ritz. The Cracker for any occasion.

29. Evaluation Evaluation We would determine the success of our campaign through the use of surveys, focus groups and retail sales figures. We would conduct a phone survey and focus groups to ask whether or not the person purchased Ritz Crackers, what terms they associated with Ritz Crackers and reasons for buying Ritz Crackers. These questions would determine the success of our campaign because we would be able to tell if we reached our goal of 70% of our consumers associating “versatility” with Ritz Crackers. We will be able to determine whether or not sales increased by 3% by evaluating the retail figures. Since we are going to be using the flighting technique we will be able to look at the sales figures for months that we do advertise compared to the figures from the months that we do not advertise to determine the impact our advertising campaign is having on the sales figures. Top it off with Ritz. The Cracker for any occasion. 28

30. Appendix Ritz Cracker Creative Brief “The Cracker for Any Occasion” December 8, 2008 Background Ritz Crackers plans to maintain their dominant position, as the number one cracker brand, in the market. The brand looks to add flavor to the brand image by positioning the cracker as versatile making it more appealing to a younger generation. Our work must differentiate the brand by making Ritz the first product that comes to mind when hearing the word “cracker.” We must embrace the tradition of Ritz Crackers and build the Ritz Cracker Empire with a bold, compelling campaign. Why are we advertising? Ritz Crackers wants to increase sales by 3% and position the brand as versatile. We feel as though Ritz Crackers need a makeover to keep up with the times. Ritz continue to be successful, however, the brand seems to be fixed in a brand image of traditional and safe. We want to enhance the brand image in order to reach a broader market and to show the flexibility of the product. Ritz needs to make a shift from traditional to modern in order to remain number one. Who are we talking to? Ritz Crackers are easy, versatile, and delicious. They are the crackers you bring to the job to eat during break, pack in your child’s lunchbox, put on a platter at a holiday party, and the missing ingredient needed to spice up your chicken dinner. What is the main idea we want to get across? Ritz Crackers can be used for any occasion. Consumers that purchase the product are intelligent and resourceful. Top it off with Ritz. The Cracker for any occasion. 29

31. Appendix Creative Brief Continued What is the best way of getting our point across? Showing Ritz Crackers in many different lights. Our advertisements emphasize the power of crackers. The Crackers have the power to make a meal memorable, make your child smile when its lunch time, and allow you to spend more time on other things because your time was saved by using the trouble-free Ritz Crackers. Conceptual Target The focus is 25-54 year old women living in today’s multifaceted, fast paced world. The crackers appeal to women looking for a product that has multiple uses, has great quality, quantity, and a small price. In today’s world, life is about conserving as much time as possible in order to do the things you love to do. This effortless product allows women to stay stress free and on top of their game. Proposition Ritz Original Crackers --- The cracker for any occasion. Relevant Truths Today’s generation of 25-34 year old women are busier and more stressed than ever. These women are looking for the best “easiest way out.” They are looking for the quick fix that they will not feel guilty about later. Ritz Crackers fulfills their needs for a speedy, versatile product with great quality and a trusting brand. The current economy is going to greatly affect grocery shopping purchases and product prices. The ability for one product to serve many purposes at a low price is invaluable to consumers. Top it off with Ritz. The Cracker for any occasion. 30

32. Top it off with Ritz. The Cracker for any occasion.