The concept of the main campaign is based around 'Putting on the Ritz¹ ¬

the idea being that Ritz Crisp & Thin transforms and elevates everyday snacking

moments, adding a bit of Ritziness to every occasion.

Everything centres around a re¬make of ŒPuttin¹ on the Ritz¹ recorded by Grammy award winning, American jazz musician Gregory Porter. We released this as a single and created a lyric video in which an animated couple perform a choreographed dance through the streets. As they dance, you see the lyrics are cleverly integrated into the shop signage and street signs.

Major success. The biggest crisp launch of the year.