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The original Ritz Cracker Cutter post.

Sometimes the biggest ideas start small. This one started as a simple Facebook post (and kind of a joke) for Ritz Crackers. The community fell in love with it, so we made it for real.


Starting with a 3D printed prototype and then moving into production we now had thousands of little red plastic circles to gave away. And that’s when the fun started.


We gave the Cracker Cutters away to our Facebook community for free at first, but as time went on we wanted to do more to engage them. Enter the Cracker Cutter Cookbook, a social campaign where we asked fans what they would make with their cutters. We chose our favourites, made and photographed them (in-house), and rewarded the winners with a cutter.

Cracker Cutter cookbook - Egg over Ham
Cracker Cutter Cookbook - TLC Burger
Cracker Cutter Cookbook - California Cracker
Cracker Cutter Cookbook - Cheese
Cracker Cutter Cookbook - Club
Cracker Cutter Cookbook - Carcuterie


When the holidays came around we wanted to make the Cracker Cutter the “it gift” of the season (no, really). So we made custom wrapping paper, and set up gift wrapping stations at supermarkets to wrap every box of Ritz purchased — with a free cracker cutter of course.

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We also made videos for our Facebook fans, so everybody could join in the perfectly symmetrical holiday fun.

The wrapping paper could be downloaded from our redemption site where we gave away more cutters.


Once we had cut every possible food to the perfect shape the next logical thing was to cut out a transit shelter. At this point we were told to go home and get some rest.

Cannes Lions – Shortlist: Integrated
Cannes Lions – Shortlist: Cyber, Social Business

Communication Arts – Design Annual

Marketing Awards – Gold: Best Use of Social Media
Marketing Awards – Silver: Collateral Single

ADCCs – Gold, Promo, Single

CMAs – Gold, Digital, Consumer Products General
CMAs – Gold, Integrated, Consumer Products General
CMAs – Silver, Advertising, Consumer Products General
CMAs – Silver, Community Engagement