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. The couple is joined by a young cracker and sibling crackers while copy describes Ritz as "the perfect bedtime treat."
"Bell" features the cracker as a clock, a school bell and a boy running home for a snack.
"It's the first job where I thought casting was a joy," said JWT creative director Pete Griffith.
Animation for the television spots, scheduled to air on all five major networks, was done by Wild Brain in San Francisco.
Print executions show crackers as tires on a car with the copy "great for road trips" or a half-eaten cracker as a moon with the text "a perfect late night snack."
Griffith said the campaign provides for potentially endless extensions, "as long as there's circles to work with."
The campaign is JWT's first for Ritz since winning the $20-30 million Nabisco cracker brand account in October 1998. Nabisco spent $4 million last year promoting Ritz crackers, according to Competitive Media Reporting.