RITZ Cracker is a clear leader in its category and so are the marketers behind the brand. When the team came to Sampler, their goal was to reach their target consumer with better precision. The team understood that traditional sampling strategies like handing out samples in grocery stores was not the best way to reach their key customer. During this time, RITZ had just recently introduced a new packaging format and it was key for the brand to ensure that their most valuable consumers noticed the new look.
The challenge was clear:
Sampler developed a 30-day online campaign for RITZ with the clear challenge of reaching the right person more effectively. The offer was distributed through social media and offered a free sample that could be claimed in-store. This campaign ran in parallel with a more traditional in-store campaign to compare effectiveness.