Ritz begins All Flavours Welcome campaign
By Derek Winkler
Mondelez International has begun a Canadian campaign for its Ritz cracker brand intended to “transform a moment of lunch anxiety for newcomers into a celebration of cultural differences.” Called “All Flavours Welcome,” the promotion involves the participation of tennis player Leylah Fernandez and hockey player Nazem Kadri, who relate their personal lunchbox stories. The effort makes use of an online video, a website at <https://www.ritzallflavours.ca> and social media activities.
“As Canada's most-loved cracker brand, Ritz is no stranger to unique flavour combinations,” said Jaclyn Campbell, director of marketing for crackers at Mondelez Canada. “With ‘All Flavours Welcome,’ we want to be the connecting canvas celebrating all the cultures that, together, make Canada stronger. At Ritz, we believe that opening your lunchbox with friends shouldn't be stressful, and that diversity should be celebrated. We're encouraging Canadians to try more delicious new dishes and cuisines to help eliminate stigma around food and make people feel welcome.”