Transform a brand from one that that talks about fun to one that creates fun

With its "Open for Fun" tagline, Ritz Crackers was a brand that talked about fun on its packaging and in its advertising. But when it came to digital media, the brand promise of fun was unfulfilled. As the lead creative for the brand's digital agency, I set out to change that. The result was "Battle of the Toppings," which pitted people's favorite Ritz Cracker toppers against one another in a Super Bowl style competition on Facebook. Instead of just telling people that it was fun, the competition provided its fans with the chance to have fun with the brand and with each other.