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Inclusivity has a new home at Ritz Crackers—and a new face in recent high school graduate, volunteer basketball manager and Special Olympics athlete, Reid Demelo.
Demelo, who lives with Down syndrome, went viral in 2019 when he set aside his managerial duties to throw on a jersey and score a buzzer-beating three pointer for his high school basketball team. Now, he’s is back in the spotlight—this time as the star of Ritz’s new brand campaign.
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The new TV spot, “The Manager,” kicks off a new campaign as part of the brand’s “A Taste of Welcome” purpose platform, which aims to establish visibility for certain people and communities who may have felt unseen during any point in their lives, Ritz said.
The ad showcases Demelo eating the popular cracker snack while laughing with the players in his custom “manager” fleece.
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