Manuel Turizo is puttin’ on the Ritz…

The 21-year-old Colombian urban pop singer has partnered with Ritz crackers for the company’s first-ever Hispanic specific campaign, “Mixing Up Lo Nuestro.”

The campaign aims to welcome culture, family traditions, and diversity within the U.S. Hispanic community by shining a light on the rich cultures and countries of origin that make up the U.S. Hispanic community and capturing the real-life emotions of major life events unique to this audience.

The campaign spot features a Spanglish jingle by Turizo.

“When RITZ reached out for a partnership, I was beyond excited to collaborate on a song for the campaign that honors Latin culture,” says Turizo. “As an immigrant myself, this project felt important to me and hit close to home. Ritz has always been a favorite snack of mine, especially when topped with cream cheese.”

The campaign also features five highlighted recipes, including Ropa Vieja Bites, Salvadoran Refried Beans with Curtido, Ensalada de Nopales, Brigadeiro Bites and Arequipe Bites, which all will be hosted on the Mondelez Snackworks website and posted on RITZ’s social channels.

“While we have adapted campaigns into Spanish in the past, this is our first dedicated creative and I can’t be more humbled and excited to launch this campaign as we continue our mission of diversity and inclusion,” says Santiago Gomez Bernal, Marketing Director at RITZ. “The U.S. Hispanic population is extremely diverse, yet we are often put into one monolithic group. This creative breaks those connotations and represents the diversity within the U.S. Hispanic culture through recipes from five countries and the music of Manuel Turizo.”

The “Mixing Up Lo Nuestro” campaign will run on Spanish-language television networks, as well as digital and social platforms.