Ritz

Context

Ritz, the leading salty cracker brand in countries like Peru and Puerto Rico, was still on the sidelines in the Colombian market, lacking a robust communication strategy. With a limited presence in the country and brand recognition barely exceeding 50%, Ritz aimed to make its way into Colombian households as the go-to snack for shared moments. During the fervor of the Copa América, a time filled with emotion where friends and families gather to celebrate, Ritz saw an opportunity to step up its "game" and become the star snack of pre-game gatherings for national team matches.

Objective

The "Live the Pre-Game with Ritz" campaign aimed to increase awareness and position the brand as the perfect choice for shared moments. Ritz sought to become more than just a snack; it aspired to be the special guest at every gathering and the perfect companion for enjoying matches with family and friends. Beyond increasing brand awareness, the campaign also focused on encouraging product trials and generating leads among its target audience: young adults and millennials with active social lives.

Solution

To ensure Ritz scored big with consumers, the campaign employed a mix of TikTok ad formats, including Top View, In-Feed Ads, Spark Ads, and Pixel, along with tools like Lead Generation and a Brand Lift Study to measure real-time results. Through authentic and dynamic messaging, "Live the Pre-Game with Ritz" encouraged participation in promotions and presented Ritz as the must-have snack for enjoying Copa América matches in good company. Ritz became the only snack among the Top 10 advertisers during the tournament, marking a significant milestone in its market positioning.

Results

Ritz's "game" was an undeniable success, surpassing expectations across multiple metrics. Brand awareness grew from 54% to 95% (+41 pp), and product trials rose from 41% to 75% (+34 pp). Consumption frequency increased from 1% to 13% (+12 pp), while the promotion had a massive reach with one million participants—exceeding the target by +300%.

In terms of sales, Ritz made a significant leap, achieving a 96% increase in value and a 70% rise in volume compared to the previous year. Market share grew by +0.5 pp, and quarterly penetration tripled, reaching 8% in Q2 2024. On TikTok, the campaign delivered an Ad Recall lift of over 16% and a +5% increase in awareness, cementing Ritz as the perfect snack for shared moments.

With a campaign that was a true "goal" in the Colombian market, Ritz successfully positioned itself as the ideal partner for moments that bring people together, proving that in every pre-game, there’s a place reserved for sharing and enjoying with Ritz.