JWT Breaks Rare Ritz Work | Adweek  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. 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 ai