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This year, the Ritz brand has unveiled its multi-platform “Great Ritz Holiday Parade,” designed to offer entertainment, food, shopping deals and recipe ideas through Christmas. Unlike traditional parades, the brand is urging consumers to participate by creating their own customized floats and to follow the parade online.
Using historical social and search data, the brand determined some of the most high-volume holiday tasks – such as decorating the house, meal preparation, wrapping gifts and making travel arrangements – and tailored the parade route and offerings to maximize consumer benefit.
“It’s too easy to get caught up in the stress of the holidays, so we made it a point this year to put ourselves in our consumers’ shoes and help them enjoy the holidays with their family and friends,” said Katrina Cohen, senior brand manager of Ritiz at Mondel?z International. “When developing The Great Ritz Holiday Parade, we strategically designed our content and offers to be truly helpful, to bring a smile, and to encourage sharing.”
To help execute the parade stops, Ritz partnered with a variety of online retailers and websites, including MSN, with an exclusive offer on Felix Doolittle stationary and a special offer on Kollaburra boots, as well as free specialty cards from Sincerely, discounts at the Walmart photo studio, $10 off at Living Social, and The Food Network Thanksgetaway Sweepstakes.
Consumers can visit RITZparade.com to create their custom floats using the online float builder tool, find exclusive offers and follow the parade throughout the season.