We didn’t want to mess with the perfection of a Ritz. So, why not make Ritz toppings more perfect?

We created a kitchen utensil – the Ritz Cracker Cutter.

Inspired by the “food hacks” trend, we imagined a simple tool that perfectly cuts toppings to fit atop Ritz crackers, scalloped edges and all. From the first post it was a hit, as demand for the Ritz Cracker Cutter flooded Facebook: 1.1M impressions, 1,145 shares, 1038 comments, 11,620 post clicks and 8,031 likes.

They asked. We delivered – surprising and delighting our fans with over 6,000 Cracker Cutters. We created a recipe series to spark new uses and conversation through Facebook. The Cracker Cutter helped us change the brand experience by creating a product that could inspire new Ritz snacking rituals.

If anyone’s ever used a cookie cutter, they know how to use the Ritz Cracker Cutter. Simply take your favourite sliced luncheon meat or sliced cheese and place under the Cracker Cutter. All it takes is a little pressure to cut out round, scalloped, perfectly sized toppings for your Ritz cracker. (Even a child can do it.)

The Ritz Cracker Cutter campaign has created nearly 16 million impressions on Facebook. Total engagements on our Cracker Cutter posts were 94% higher than page benchmarks, surpassing 56,000 engagements (averaging around 1,500 engagements per post). UGC-driven posts received 466% more comments than per page benchmarks. Since our enhanced Facebook presence, overall page engagement improved by +90%, reach by +145%, and brand recall by 10%. And 63% of Canadian women 25-54 exposed to our social content claimed they would consider purchasing Ritz next time they shopped.