Image Provided by RITZRITZ is venturing into TikTok territory with its newest campaign and contest, intended to highlight the availability of RITZ’s limited-time product. As a result of this move, RITZ’s strategic embrace of digital platforms that are popular among younger demographics, particularly Gen Z, who are influenced primarily by TikTok.
The limited-edition RITZ Buttery-er Crackers, hit store shelves nationwide on April 29, 2024. To partake in the promotion, enthusiasts are invited to express their Buttery-er personas by crafting a TikTok video employing the Live Buttery-er TikTok effect developed by the RITZ brand. This opportunity commences on May 1st and concludes on May 20th. Participants must share their video on TikTok, tagging @theritzcrackersofficial in the caption, and utilizing the hashtags #livebutteryer and #RITZcontest.
Starting May 1, RITZ will give away a 24-karat solid gold bar shaped like a stick of butter to celebrate the launch of the new cracker and limited-time offer. The giveaway is part of RITZ’s partnership with renowned jewelry designer Greg Yüna to commemorate the introduction of the new cracker.
Mayte Killeen, the experienced Senior Brand Manager at RITZ, expressed her enthusiastic hopes that the upcoming contest and the broader campaign would not only pique the interest of loyal RITZ brand enthusiasts but also butter aficionados, gold enthusiasts, and those who have already embraced a buttery lifestyle.
“We wanted to champion the flavor that fans love by adding even more delicious buttery-er flavor and created the new limited-edition Buttery-er Flavored Crackers,” said Killeen. “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.”
RITZ’ goal of the campaign is to raise awareness for its new limited-edition Buttery-er Flavored Crackers, which are sure to delight the taste buds of anyone who craves a buttery snack. By participating in the contest, everyone can Live Buttery-er and experience the taste of these delectable crackers.
As part of its commitment to engaging with fans in a manner that resonates with contemporary digital culture, RITZ is giving its fans the opportunity to express themselves creatively on TikTok. A key attribute of Gen Z consumers is the ability to express themselves authentically.
In addition to this, Killeen added that since this campaign focuses on TikTok, the possibility of the platform being sold or banned in the United States did not impact the marketing strategy and launch of the campaign.
During the sweepstakes period, RITZ will randomly select one winner from all entries, regardless of the entry method—either via TikTok video or mail-in. The selection process is scheduled to conclude on June 5th. If the potential winner submitted their entry through TikTok, RITZ’s TikTok account will reach out to the winner. Moreover, participants are encouraged to showcase their creativity and unique vision when utilizing TikTok as their chosen method, similar to Nikon’s approach in their contest.
“We knew that in order to stand out on TikTok, we had to create something unique and exciting to get users engaged on the platform. That is why we created the ‘Live Buttery-er’ TikTok effect that, like our campaign video, transforms the user and their background into the Live Buttery-er version of themselves,” said Killeen.
