To extend Ritz’s “Open for Fun” positioning into summer, we created a cross-platform experience headlined by Wyclef Jean that blended music, culture, and community in a way that felt authentic and shareable.

The campaign centered on a 30-second TV spot and full-page takeovers that funneled audiences into Ritz’s Facebook page, where interactive promotions turned casual viewers into active participants. I helped shape creative strategy and content alignment across all channels to ensure consistent storytelling from broadcast to social.

This activation not only boosted awareness but also expanded Ritz’s digital footprint. The mix of celebrity partnership, paid media, and user engagement brought in millions of impressions and reinforced Ritz as the go-to snack for summer fun and everyday moments alike.