Serving up a RITZ Cracker recipe for your perfect get-together all comes down to one simple question: sweet or savory? For the RITZ Sweet or Savory campaign, the brand partnered with Kroger to inspire casual home entertainers with easy snacking recipes for spontaneous house guests or family members on-the-go. With the help of Ahalogy's premium, hand-selected influencer network combined with innovative social media content, shoppers were inspired to use RITZ Crackers in recipes ranging from hearty hors d'oeuvres to decadent desserts.
The RITZ brand wanted to increase brand awareness and create new usage occasions for millennial Kroger shoppers and busy moms during the April 2018 timeframe.
Every Ahalogy campaign begins with data from Muse—Ahalogy’s category trend software. For this campaign, we pulled seasonal snack trends for sweet and savory cracker toppings during the spring drive period. These unique data-driven ideas—like bite-size brunch recipes—guided the strategy for the RITZ campaign at Kroger.
For this campaign, influencers were hand-selected to create recipe content that inspired the purchase of RITZ crackers. The static and video content positioned the popular cracker as a tasty vehicle for sweet and savory snack recipes and easy entertaining ideas.
Ahalogy amplified the influencer content with paid media on Facebook, Instagram, Pinterest, and Snapchat and used third-party verification tools to validate page views. Additionally, Ahalogy’s in-house creative team created Instagram Story ads to showcase the quick recipe content in a fun new format.
Not only did the campaign exceed the brand's impression goal, it helped uncover new insights for the RITZ team. The Instagram story ads drove the highest engagement, beating Ahalogy internal benchmarks for video impressions by over 154%. Additionally, engagement for the video ads exceeded Ahalogy's CTR benchmark by 200%. Top-clicked keywords included "cracker bites", "three-ingredients", and "savory party snacks".