JWT Breaks Rare Ritz Work

Nabisco is rolling out its first ad campaign in five years focusing solely on the Ritz cracker.
Created by J. Walter Thompson Chicago, the TV and print campaign uses the tagline, “Nothing fits like a Ritz” and officially breaks this week, although a spot inadvertently ran last week.
The animated 15-second television spots use the red and yellow of Ritz packaging and star the crackers as both actors and inanimate objects.
“Ritz has been around for a long time and it’s an icon brand,” said JWT group creative director Bob Merlotti.
In a spot called “Bed,” the crackers represent two parents in bed.