As part of Ritz’s brand revitalization, we teamed up with Guy Fieri for a multi-channel campaign designed to capture the excitement of the Super Bowl while modernizing Ritz’s image for a digital-first audience.

I led creative strategy for the social components, developing an integrated approach that linked TV, paid media, and interactive content to drive traffic to Ritz’s Facebook hub. There, fans could join sweepstakes, share recipes, and celebrate “The Snack for Everyday Family Fun.”

Supported by paid, earned, and owned media across broadcast, digital, and influencer channels, the campaign spiked awareness and participation. The synergy between TV and social produced record engagement and a measurable boost in sales, reestablishing Ritz as a playful and culturally relevant brand.