EAST HANOVER, N.J., Dec. 13, 2013 /PRNewswire/ -- Ensuring holiday gatherings and celebrations go-off without a hitch can create stress, even for a seasoned pro. RITZ Crackers, known for bringing the FUN to any party, decided it was time to disrupt the yuletide chaos with some entertainment by joining forces with The Onion. The duo surprised unsuspecting mall shoppers with a special take on the traditional gift wrapping station – with RITZ Wrapping Rappers. The surprise generated smiles from onlookers and patrons alike.
RITZ Crackers wanted to find ways to help consumers smile through the stress of the holidays. To help pinpoint the causes of holiday stress, the brand took a close look at historical social and search data to uncover high volume must-do seasonal tasks. "Buying and wrapping gifts popped as one of the big things that tend to stress consumers in early December. So, we wanted to find a creative way to remind them that even the most mundane holiday tasks can be fun," said Katrina Cohen, Senior Brand Manager of RITZ at Mondelez International. "We wanted to create a moment that would enable us to interact with and delight consumers, and also allow people to share the smiles online afterwards."
Thus, the unexpected partnership with The Onion and their creative services division, Onion Labs was forged, and the RITZ Wrapping Rappers came to life. The video, which captured onlookers via a hidden camera, adds some much-needed festive cheer and comic relief back into this less-than-fun holiday activity.
A Part of the ParadeThe RITZ Wrapping Rap is just one stop of The Great RITZ Holiday Parade, an innovative, multi-platform campaign designed to intersect consumers at key stressful moments and transform them into enjoyable ones. Each stop on the parade route offers strategically-planned content and value to maximize utility and fun for the entire family. The brand hopes the "Wrapping Rappers" help remind people to smile through the stress this holiday season."RITZ is staying ahead of the curve with their strategy by going beyond traditional marketing and tailoring specific messages to its audience, but all the while being complimentary to their brand's core values," said Mike McAvoy President, Onion Inc. "We are very happy that Onion Labs was able to help them deliver that message in an entertaining way." Timing on the Wrapping Rappers video was perfect for The Onion. The publication recently completed the transition of becoming a 100% digital company, and the shift out of the print business allowed The Onion to be a better parody of today's 24-7 news cycle, and created more opportunities for Onion Labs to create unique content for brands that engages key demographics in a smart way.