2016 Winners


BRONZE: Evolution Strategy: Keeping it Fresh

Mondelēz

Ritz Cracker Cutter

FCB Toronto

Mondelez was looking for a way to get Canadian millennial moms to see Ritz as part of her everyday. In a well-established category, the brand's goal was to improve purchase intent and increase consumer conversation around usage.

Social listening and qualitative interviews show that millennial moms look for easy and time-saving recipes. Moms spend 3.9 hours more each week prepping food for her kids, so the brand decided to help by creating simple, quick inspiration for what's already in her pantry.

Working with FCB, Ritz created a social post inspiring moms to hack snacks. The post featured a "Cracker Cutter," which could be used by moms to create round, scalloped and perfectly sized toppings (for example, sliced luncheon meats or cheeses) for Ritz crackers. That post generated 1.1 million impressions, 1,145 shares, 1,038 comments, 11,620 clicks and 8,031 likes.

After the post was shared, Ritz followers asked the brand to actually create the cutter — so it did. And with the Facebook community's help, the brand created an ongoing recipe series, called the "Cracker Cutter Cookbook" to spark new ways to use the cutter.

The online posts generated 16 million campaign impressions on Facebook and received 56,000 engagements (an average of 1,500 per post). The Cracker Cutter helped drive purchase intent targets, with a brand effect study showing purchase intent by 63% of Canadian women (age 25 to 54) exposed to the social campaign.

Due to consumer interest, an additional 80,000 Cracker Cutters were produced for in-store promotions and the concept is being considered for distribution in the U.S.

Credits:

Advertiser: Mondelēz

Marketing team: Amy Rozinsky Dana Salonen Natali Mitrovski

Agency: FCB Toronto

CCO: Jon Flannery

VP, CD: Jeff Hilts

CD: Curtis Edwards

ADs: Rob Dean, Tayler-Lee Resar-Teese

Copywriter: Dave Delibato

VP, director of strategic planning: Heather Segal

Digital strategists: Anastasia Tubanos, Mona Chammas

Community manager: Mark Colvin

Group account director: Anabella Mandel

Account director : Lora Landriault

Account manager: Olivia Selbie

Project manager: Shandi Horovitch

Producer: Victor Carvalho


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