Ritz Crackers had been relying on complicated recipes (think elaborate butterflies made out of cream cheese and red peppers) to stay interesting. But these recipes didn’t fly with the craft-beer loving, localvores that shop at Lowe’s Foods in North Carolina. We decided to tap into their love of beer and their obsession with shopping at The Beer Den, which is a beer bar within Lowe’s Foods. We created an omnichannel program that paired their favorite beers with Ritz crackers.

It was a first-of-its-kind program for both the cracker and the retailer. And was deliciously successful. 

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• RITZ Cracker $ sales: +27.02% vs. YAG

• Cracker category $ growth: +2.6% vs. YAG

• Beer Category $ sales: +72% vs. YAG