RITZ's Big Game Announcement: Key Findings
RITZ is returning to the Super Bowl, and this time, there's a product drop to match.
The cracker brand just announced that a 30-second spot will air during the third quarter of Super Bowl LX on February 8, 2026.
This marks RITZ's second straight year airing a commercial during the event after debuting in 2025 with its "RITZ Salty Club" campaign.
It boasted a star-studded cast composed of Aubrey Plaza, Bad Bunny, and Michael Shannon.
The Martin Agency, which was behind the 2025 campaign, will return next year with Dan Opsal directing and Hungry Man and PXP producing.
Steven Saenen, Category President of Savory Snacking at parent company Mondelēz International, positioned the return as part of a longer play.
"For over 90 years, the RITZ Brand has brought connection to family tables," he said in a statement.
"Returning to one of the world's biggest advertising stages allows us to make a bold statement about what's next."
The campaign will run across paid media, social, PR, and retail.
RITZ Shapes Up for Super Bowl LX
The Mondelez brand will also be dropping football-shaped crackers on December 1, giving fans something tangible ahead of the big game in February.
The limited-edition product is keeping the cracker's signature salty flavor, while adding a shape designed for game day spreads, tailgate parties, and watch gatherings.
This shows how RITZ is linking product innovation directly to its upcoming advertising moment, creating retail buzz months before the kickoff.
Saenen frames it as part of the brand's evolution.
"We introduced the world to the RITZ Salty Club in 2025 and, in 2026, our salty Big Game commercial will set the play for more game-changing things to come from the RITZ Brand," he explained.
The brand's Super Bowl LX ad will pick up where last year's campaign left off, still honing in on saltiness being RITZ's signature trait.
Big Game Spots Hit $8 Million as Inventory Sells Out
RITZ's return comes as Super Bowl advertising costs are reaching record highs.
NBC sold out Super Bowl LX inventory earlier than in any previous year.
Thirty-second spots start at $7 million, while some premium slots reach $8 million.
View this post on Instagram
The early sellout shows how brands view the Super Bowl as one of the last mass-reach opportunities left in media.
The game also consistently draws over 100 million viewers, and remains one of the few cultural moments Americans still watch live.
Esade marketing professor David López found that 77% of viewers pay attention to ads aired during the Big Game, more than any other sporting or television event.
Snack brands have also dominated this space before.
According to Statista, M&Ms, Doritos, Pringles, and Planters captured the most viewer attention during Super Bowl 2023.
This shows the category's ability to grab attention during the event, and it explains why brands like RITZ keep treating the Big Game as a proving ground for cultural relevance.
View this post on Instagram
RITZ's strategy offers clear lessons for brands considering Super Bowl investments:
- Link product to creative: Limited drops tied to a campaign theme spark retail interest and keep the conversation going.
- Pick one thing and own it: RITZ’s commitment to saltiness keeps the brand clear while still giving teams room to experiment.
- Show up more than once: Returning for another year shows the Big Game is part of a long-term plan.
These moves show how product drops amplify Big Game investments beyond the broadcast itself.
Our Take: Can the Salty Theme Stay Interesting?
I think RITZ made the right call coming back for year two instead of treating 2025 as a one-time thing.
The Salt Flats spot claimed saltiness as RITZ's turf, and doubling down on it shows the brand understands how Super Bowl momentum builds when you stick around.
The football-shaped crackers don't feel gimmicky, which matters because they give the campaign a retail angle that extends past game day.
The challenge is whether the 2026 spot can match this visual punch without repeating what worked the previous year.
Hopefully, RITZ can deliver something that feels fresh while still tying back to the Salty Club concept.
In other news, Instacart recently launched a stop-motion holiday campaign celebrating "Magic Makers" to help shoppers ease seasonal stress.
Snack brands make a big impact when they connect products to cultural moments.
These top food and beverage marketing agencies build campaigns that turn retail drops into lasting brand conversations.
