Who: Mondelez Canada, with The Martin Agency for creative; PoP Studios / Publicis Production for production; Weber Shandwick for PR, and VaynerMedia for media.
What: “All Flavours Welcome,” a campaign that celebrates the foods of new Canadians and seeks to turn school lunch-rooms into “safe spaces” for people who enjoy many different kinds of foods.
When & Where: The campaign launched on Wednesday (Nov. 15) with video ads including a 30-second spot, as well as 15- and six-second cutdowns running online across YouTube, Pinterest, TikTok and Meta. All of the ads direct to a campaign microsite that includes a three-minute version of the film.
Why: Mondolez is connecting the Ritz brand to a larger message about celebrating different cultures and, more specifically, the beloved traditional foods newcomers bring with them to Canada.
About 400,000 people emigrate to Canada each year, and according to Mondelez, many will experience the “lunchbox moment,” the sense of embarrassment for children when they open their lunchbox to reveal foods from their home country, making them feel different or like they don’t belong.
“At Ritz, we believe that opening your lunchbox with friends shouldn’t be stressful, and that diversity should be celebrated,” said Jaclyn Campbell, director, marketing for crackers at Mondelez Canada. “We’re encouraging Canadians to try more delicious new dishes and cuisines to help eliminate stigma around food and make people feel welcome.”
How: The anchor communication asset is a short film starring Canadian tennis star Leylah Fernandez, who is half Filipino and half Equadorian, visiting a school lunchroom to talk with kids about their own lunchbox moments. (Calgary Flames star Nazem Kadri will also be contributing to the campaign.)
One young boy recalled bringing in his Venezuelan food when the other kids were eating pizza or hamburgers. “I remember everyone stared at me, like as if I was some kind of alien,” he said.
Another boy remembers bringing Jamaican noodles to class. “Even the teacher came in, smelled it, and was like ‘Ooh what’s that smell?… I didn’t want people to think I was weird or anything,” he said. “Well you’re not weird” says Fernandez.
While the advertising is not about Ritz crackers, its ends with the logo and a CTA asking people to join the conversation at RitzAllFlavours.ca, where the celebration of different cultures is connected to Ritz crackers.
Aside from explaining the “Lunchbox Moment,” the site includes Ritz Cracker-based recipes for snacks from around the world, such as “Salvadoran Refried Beans with Curtido” from El Salvardor, “Red Bean Bite Delights” from China, and “Jack Cheese and Mango Chutney Toppers” from India.
The site also contains a “Firsts on the First” section, which encourages visitors to try some new food for the first time on the first of each month, and share the experience with the hashtag: #AllFlavoursWelcome.
And we quote: “As Canada’s most-loved cracker brand, Ritz is no stranger to unique flavour combinations. With “All Flavours Welcome,” we want to be the connecting canvas celebrating all the cultures that, together, make Canada stronger.” —Jaclyn Campbell, director of marketing for crackers, Mondelez Canada