Mondelēz International has launched a multi-million pound campaign to support its new product Ritz Crisp & Thin.

The ‘Putting on the Ritz,’ campaign highlights how Ritz Crisp & Thin can transform everyday snacking moments with a bit of added ’ritziness.’

The £10m campaign will run over the next seven months and includes a TV advert which launched at the beginning of July, as-well-as digital activity, sampling, in-store activity and PR.

Kate Wall, Ritz brand manager, said: “We are extremely excited about launching the masterbrand world for new Ritz Crisp & Thin.

Ritz has 93% brand awareness yet we’ve not fully showcased its brand world in its 80 years of baking history. It’s time for consumers to see what Ritz is all about and learn how to ‘Put on the Ritz’!”