A new 30-second spot for Kraft’s recently-launched Mini Ritz Scuba crackers is designed to show both kids and moms what a healthy, fun snack is all about.

Created by Toronto’s J. Walter Thompson, the ad features a young boy’s kitchen table transformed into an underwater world as he goes diving with a bevy of sea animals. The tagline is ‘oceans of fun for everyone.’

Kraft’s research findings showed that moms were looking for a fun snack alternative, says Stephanie Minna, manager, corporate affairs at Toronto-based Kraft’s offices. ‘The advertising supports the fun aspect of Mini Ritz Scuba crackers, [which is shown] in the crackers’ shapes and the creative and interactive activities on the box,’ she adds.

The crackers are baked rather than fried, and contain 100% Kraft cheddar cheese, which also appeals to health-conscious moms, according to Minna.

With the healthy nature of the crackers attracting moms, and the imaginative sea journey drawing kids, Mini Ritz Scuba hopes to hook both groups, who tend to watch TV together, according to Kraft research.

The spot launched April 26 and the product launched in January.

Client: Kraft Canada

Agency: J. Walter Thompson

Creative Director: Martin Shewchuk

Agency Producer: Donna Heffernan

Copywriter: Dean Hore

Art Director: Andy Brokenshire

Account Director: Mark Hansen

Account Supervisors: Janice Foote, Francesca Bourre

Account Executive: Laura Seaton

Animation: Cuppa Coffee Animation

Music: RMW