RITZ® Brand launches its first Hispanic campaign to celebrate and highlight the diversity of the community
EAST HANOVER, New Jersey, Feb. 3, 2022 /PRNewswire-HISPANIC PR WIRE/ — Today, the RITZ brand, America’s favorite cracker and the leading cracker among snackers*, announces the launch of its first specific campaign for Hispanics in the United States entitled “Mixing Up Lo Nuestro” or “Mixing Up Our Thing”. The campaign includes a television commercial (TVC), developed by The Martin Agency, as well as select recipe content that celebrates the welcoming culture, family traditions and diversity within the US Hispanic community. Colombian reggaeton player Manuel Turizo composed the melody and performs the song that is part of the campaign. This new campaign is a continuation of RITZ’s “A Taste of Welcome” platform, which launched in 2020 and was developed to highlight the voices and stories of those who may feel marginalized, and to make the world a more welcoming place.
“Mixing Up Lo Nuestro” is the first campaign of its kind for the RITZ brand and was developed based on consumer insights and in collaboration with the company’s Latino employee resource group. RITZ highlights the rich cultures and countries of origin of those who make up the Hispanic community in the United States and reflects the real emotions resulting from major life events that are important within Hispanic culture and traditions. The following are the emotional lyrics of the song, which were written in “Spanglish”:
We are the tradition of the past
Passion for a better future
Bringing flavor to the present
Shaping the big family
Where we mix up ours
“We have adapted campaigns to Spanish in the past, but this is our first creative campaign specifically for the Hispanic community in the US and I couldn’t be more grateful and excited to launch it as we continue our mission of diversity and inclusion,” said Santiago. Gómez Bernal, Marketing Director of RITZ. “The Hispanic population is extremely diverse, but we are often placed in one monolithic group. This creative campaign leaves those connotations behind and represents the diversity within the Hispanic culture through recipes from five countries and the music of Manuel Turizo.”
To further drive authenticity, RITZ brought in consultants to advise on various creative elements, including the song, which was intentionally written in “Spanglish” popular with younger generations, as well as the featured recipes. The outstanding recipes are: sandwiches of old clothes, refried beans with tanning, nopales salad, sandwiches of brigadeiro and sandwiches of arequipe. These recipes can be found on the Mondelez Snackworks website and will be posted on RITZ’s social media channels.
“When RITZ approached me about working together, I was beyond excited to collaborate on a song for the campaign that honors Latino culture,” says Manuel Turizo. “As an immigrant, this project seemed important to me and I related to it. RITZ has always been my favorite snack, especially in combination with cream cheese.”
The “Mixing Up Lo Nuestro” campaign will launch on Spanish-language television networks, as well as digital and social platforms. For more information, follow RITZ on Facebook and Instagram.
*Based on data obtained from Nielsen AOD Total US xAOC HSP – Last 52 weeks ending 11/27/2021
About Mondelēz International
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to eat the right snacks in more than 150 countries around the world. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.
