The objective of the Open for Fun campaign was to transform Ritz from a brand that's comfortable and familiar into a brand that behaves as big and iconic as it truly is, staking a claim and standing for fun.Visual elements are derived from the distinct shape and features of the Ritz cracker, contrasted against a bold new color palette.The lockup is composed of four cracker elements bursting out of the classic Ritz box and used as the primary identity - "Ritz. Open for Fun"