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Kraft Foods is putting on the glitz for its Ritz brand with a campaign featuring celebrities such as Wyclef Jean, Guy Fieri and Tiki Barber, among others.
The effort, by Euro RSCG, New York, comes as sales of Kraft’s No. 1 cracker brand typically jump 25 percent in the weeks leading up to the Super Bowl, according to the company. The campaign, themed “Tailgate,” is also the latest evolution of Kraft’s “Open for Fun” push, which aims to court a younger audience for the 75-year-old Nabisco cracker brand.
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