RITZ Toasted Chips
RITZ needs no introduction, but their RITZ Toasted Chips are less top of mind. In five days, we created and presented this to the RITZ team at Mondelez and The Martin Agency. We were the only first-year team selected to compete.
Create buzz around RITZ Toasted Chips at the NCAA Men's Basketball Tournament.
Problem: Compared to other RITZ options, people aren't reaching as often for Toasted Chips.
Finding: There are very few "toasted chips" out there. Really, there's only one other big brand. But there are a lot of losing moments in March Madness. 67 to be exact.
Strategy: Bake "toasted" into March Madness
RITZ will own the toasted chip space by baking the word "toasted" into March Madness vernacular. Forget busted brackets. We're calling them toasted brackets, and RITZ is going to bring some levity to the losing moments of the tournament.
Campaign: Boom. Toasted.
Toasted Debt for Toasted Brackets: Did you get nearly every prediction wrong on your bracket? Well, RITZ wants you to submit your toasted bracket. The cracker brand is hosting the first-ever bracket competition that incentivizes bad picks, and the winner gets their student debt canceled.
The U.S. Toastal Service: Did your buddy's team get toasted? Send them a free bag of RITZ Toasted Chips, and you will both be entered to win tickets to the championship game.
The Toastradamus Trophy: Toastradamus will sit court-side throughout March Madness, drawing media attention and creating confusion. Throughout the tournament, RITZ will drop hints on social media that the tropy only appears at games that are expected to be upsets—in other words, people are expecting brackets to get toasted.
After the championship, RITZ will award the trophy to the most bracket-toasting team of the tournament. Everyone loves a good Cinderella story.
Toastgame Pop-Up Bar: We can’t all be winners. To help loyal fans blow off steam, RITZ will host pop-up bars at the college campuses of losing teams. A toast to the toasted.
Team: Kendall Boron (AD), Lindsey Evans (AD), Travis Fairman (XD) Miles Hansen (Copy), Mark McColey (Copy)