East Hanover, NJ — Mondelez International Inc.’s Ritz cracker brand has unveiled its “Where There’s Love, There’s Family” advertising campaign for the 2020 holiday season. According to the company, the campaign is focused on celebrating the beauty and importance of chosen families “through an emotionally-charged TV spot, custom content partnerships with Hulu and Vice Media Group, and a robust social media campaign the RITZ brand sets out to remind consumers that there is strength and love in togetherness, and a blood relation isn’t the only way to define family.”
The TV ad opens with a series of vignettes featuring people longing for inclusion and acceptance, from a grandmother unable to be near her family, to a gay man whose mother hasn’t reciprocated his many attempts to connect. The company says the video reaches a pivotal moment when, at a homeless shelter, a young girl shares a Ritz cracker with a man sitting across the table from her.
“‘Where There’s Love, There’s Family’ challenges the definition of ‘family’ and the belief that it has to be defined by blood or marriage,” says Patty Gonzalez, senior director of marketing at Mondelēz. “At a time when our families may be strained as a result of social distancing, political tensions or personal orientations and identities, the Ritz brand’s campaign is intended to encourage Americans to help build a more accepting world and welcome in those that may be feeling disconnected or alone.”
The casting of the TV spot was important in bringing “Where There’s Love, There’s Family” to life, the company points out. Created in partnership with The Martin Agency, the Ritz brand and director Andre Muir focused on bringing authentic stories to life, and cast two gay men of color, a transgender woman (with her roommates as background extras) and a non-binary person for the spot.
“We felt strongly about finding a cast who could help us tell these important stories in an authentic and meaningful manner,” says Sara Kuhs, creative director at the agency. “During casting, it became apparent to us how closely linked the actors’ personal experiences were to those they were portraying, making our message about inclusion and belonging that much more palpable and powerful.”
As part of the campaign, the brand is donating $50,000 to three charitable groups in the U.S. whose missions are founded in creating a more welcoming place for all: Hispanic Star, It Gets Better Project and Invisible People.
The company notes that the brand is also marking the holidays with the return of its limited-edition Snowflake crackers.