- RITZ has dropped a new limited-edition “Buttery-er Flavored” crackers along with the tagline: ‘Live Buttery-er.’
- The brand has partnered with jewelry designer Greg Yüna to create a 24-karat solid gold bar in the shape of a stick of butter.
- To promote the extra buttery cracker, Ritz is running a sweepstakes in which consumers can win the gold stick of butter.
CPG brands from Coca-Cola and Pepsi to Kraft Mac & Cheese have been releasing limited edition products as a way to build exclusivity and enthusiasm. Whether it is offering Taylor Swift inspired sauces, mac & cheese flavored ice cream, Peeps Pepsi or Coca-Cola Dreamworld, these flashy limited edition products get people talking and drive a sense of urgency and FOMO that reinvigorates brands. Mondelez cracker brand is the latest to take on this strategy.
“We embraced the flavor that fans love by adding even more delicious buttery-er flavor to create the new limited-edition RITZ Buttery-er Flavored Crackers,” said Mayte Killeen, senior brand manager at RITZ. “Our ‘Live Buttery-er’ campaign celebrates our beloved flavor and encourages our fans to bring something extra to life’s everyday moments – whether that is a little extra authenticity, vibrancy, bling, or swagger.”
The partnership with a popular partner from another category is another playbook move among CPGs looking to turn heads, elevate the brand and tap into a new audience. For the Ritz promotion, consumers are called to post a video to TikTok using the custom RITZ ‘Live Buttery-er’ filter and tag the brand @theritzcrackersofficial and use @livebutteryer and #RITZcontest in their caption or enter via mail. The brand is promoting the contest with :15s and :06s videos across owned and paid social and are partnering with TikTok creators.
Additionally, the product has a flashy new box to help promote the sweepstakes and drive sales.“ Our Limited-Edition RITZ Buttery-er Flavored Crackers are packaged in a new limited-edition box that highlights the TikTok campaign and giveaway,” added Killeen. “On the back side of the box, consumers can find abbreviated contest rules, as well as a QR code which they can scan to learn more and participate in the sweepstakes.”
