Sr. Dir.-Advt. & IMC
MARS PET CARE
EURO RSCG WORLDWIDE
Michael Fanuele Mngng. Dir.-Strategy
Michael Lee Exec. Creative Dir.
Hal Wolverton Exec. Creative Dir.
Israel Garber Creative Dir.
Carla Brand Group Acct. Dir.
Erin Endres Acct. Super.
Jesse Lawson Sr. Planner Euro
Group Acct. Dir.
Dir. of Acct. Planning
Group Head Planning Dir.
OPEN FOR FUN
For decades Ritz was one of America’s most-loved crackers. But by
2006 the brand was at serious risk of becoming nothing special. So a
search began of Ritz’s soul to find a distinct emotional territory that
the brand could own. What was found was fun. Beneath it all, fun is
what Ritz is all about. With a new purpose, “The Champion of Fun,”
and a new identity, Ritz was re-introduced to America. The results
were immediate and dramatic, reversing a multiyear decline in
share and creating a substantial increase in sales.
In 2007, a massive recall hit the pet food industry. Consumer
confidence was shaken and brand behavior shifted. While
Pedigree wasn’t recalled, the aftermath affected everyone.
Competition aggressively tried to win back customers via heavy
advertising and couponing. Pedigree stayed the course adopted
in 2005 – owning the emotional high ground and demonstrating
that the brand came from a company of dog lovers. Nothing
demonstrated that love better than the Pedigree Adoption Drive.
Consumers responded with their hearts and wallets.