The Iconic Cracker Brand Pairs Poignant Campaign With a $100,000 Donation to Help Fight Food Insecurity This Holiday Season
TORONTO, ON – November 17, 2020 – RITZ, one of Canada’s most loved cracker brands1, today unveiled its “Where There’s Love, There’s Family” advertising campaign for the 2020 holiday season. Through an emotionally-charged TV spot and social media campaign that celebrates the beauty and importance of chosen families, RITZ sets out to remind consumers that there is strength and love in togetherness.
The Centre TV spot features a heartfelt moment when, at a community centre for those in need, 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 the man sharing a meal and celebrating the holidays with the girl and her mother.
“Our campaign asks Canadians to rethink what it means to be family this holiday season, because family is more than to whom you’re related,” said Jaclyn Campbell, Associate Director, Crackers at Mondelez Canada. “We know that celebrations this year will look very different for many families, and RITZ wants to inspire Canadians to make a connection with those who may be feeling isolated and alone.”
According to Statistics Canada, nearly one in seven Canadians are experiencing food insecurity, in part due to the impacts of COVID-192. To help those in need this holiday season, RITZ is supporting food banks across Canada by donating $100,000 worth of financial and in-kind support. This includes support for Food Banks Canada, Moisson Montréal, Calgary Food Bank and Daily Bread Food Bank.
“As we celebrate with those we love, it’s important to remember that the holiday season during a pandemic will be even more difficult for those experiencing food insecurity, which is why RITZ is committed to helping those in need by supporting food banks across Canada,” said Campbell.
For more details on the RITZ campaign, visit tasteofwelcome.ca.