Press release
RITZ® Brand Promotes Message Of Inclusion And Belonging With Launch Of "Where There's Love, There's Family" Holiday Ad Campaign
The Iconic Cracker Brand Champions Chosen Families Through Poignant Campaign Amplified Across Broadcast, Digital and Social Channels EAST HANOVER, N.J., Nov.
About this update from Mondelez International, Inc.
[{"type":"text","content":"The Iconic Cracker Brand Champions Chosen Families Through Poignant Campaign Amplified Across Broadcast, Digital and Social Channels\n\n\nEAST HANOVER, N.J., Nov. 11, 2020 /PRNewswire/ -- The RITZ brand, one of America's favorite crackers, today unveiled its \"Where There's Love, There's Family\" advertising campaign for the 2020 holiday season, celebrating the beauty and importance of chosen families. Through an emotionally-charged TV spot, custom content partnerships with Hulu and Vice Media Group, and a robust social media campaign, the RITZ brand sets out to remind consumers that there is strength and love in togetherness, and a blood relation isn't the only way to define family. \n\n \n \n\n \nThe \"Where There's Love, There's Family\" TV spot opens with a series of vignettes featuring people longing for inclusion and acceptance, from a grandmother unable to be near her family, to a gay man whose mother hasn't reciprocated his many attempts to connect. The video reaches a pivotal moment when, at a homeless shelter, a young girl shares a RITZ cracker with a man sitting across the table from her. At that moment, a connection is forged, bringing a smile to the man's face. The video culminates with each person finding belonging and love, celebrating the holidays with their chosen families, who welcome and embrace them as they are.\n\"'Where There's Love, There's Family' challenges the definition of 'family' and the belief that it has to be defined by blood or marriage,\" said Patty Gonzalez, Senior Director of Marketing at Mondelēz. \"At a time when our families may be strained as a result of social distancing, political tensions or personal orientations and identities, the RITZ brand's campaign is intended to encourage Americans to help build a more accepting world and welcome in those that may be feeling disconnected or alone.\"\nThe casting of the TV spot was incredibly important in bringing \"Where There's Love, There's Family\" to life. Created in partnership with The Martin Agency, the RITZ brand and director Andre Muir focused on bringing authentic stories to life, and cast two gay men of color, a transgender woman (with her roommates as background extras) and a non-binary person for the spot. This focus on diverse storytelling gives a voice to those who can relate firsthand to the power of chosen families.\n\"We felt st...