Examples of some of the artwork that featured in the Ritz Breaks digital out of home campaign

Cracker brand Ritz ran a nationwide digital out of home campaign this month promoting the handy travel-sized Ritz Breaks.

Timed to coincide with the holiday season — when many Britons find themselves travelling up, down, and across the nation to holiday hotspots — the campaign, masterminded by FCB Inferno, took advantage of the UK’s many road and rail DOOH sites.

The creative invited travellers to “have a cracking time” while they were “out and about”, and appeared on large format roadside, and rail D6 screens at over 60 stations including London mainline stations, Birmingham New Street, Manchester Piccadilly and Leeds.

A key requirement was to give each execution contextual relevance to the brand messaging and the environment in which the messages appeared. The creative also had to complement the TV campaign that would run concurrently with the DOOH activity. Day of the week, day part, and location all had to be factored in, resulting in Grand Visual creating almost 100 individual pieces of animated screen content — one of the largest linear projects we have ever produced.

Messages included “The snack you can eat between wheels”, “Wherever you’re off to, have a cracking time”, and “Today’s forecast: Sunny with crackery outbreaks”.

Media was planned and bought by PHD Media and Talon. Media owners included JCDecaux, City Outdoors, Forrest Media, Maxx Media, Media Co, Signature Outdoor, Ocean Outdoor, Outdoor PLus, and BlowUp Media.