Create a unique purpose for Ritz, Triscuit and Wheat Thins during the holiday season. Define what we will do for the “cracker tourist,” a light buyer who is a little less confident as a hostess and holiday planner.

Stemming from our strategic idea “The Champions of Holiday Cheer” we created a unique story, “The Tale of the Magical Crackers.” We showcased the heroic crackers saving Mom during the holiday season and collaborated with acclaimed illustrator Ron Barrett to bring the unique family story/recipe database to life.

More than one million consumers across the country who subscribed to Better Homes & Gardens, Ladies Home Journal, Country Home and other magazines received the keepsake holiday booklet in their mailboxes together with the December copies of these publications.

At the time of the launch, the Press embraced The Tale of the Magical Crackers acquiring over 620,000 impressions from publications such as Brandweek, Adweek, and AARF Smartbrief.