Beloved cracker RITZ has announced plans to debut the brand's first-ever major Super Bowl commercial at Super Bowl LIX, which promises to be one of the biggest advertising events of the year.
This marks a major milestone for the Mondelēz-owned cracker brand, which is a game-day staple at stadiums, tailgates, and at-home watch parties.
Led by The Martin Agency, the campaign will feature a 30-second spot directed by Jake Szymanski and produced by Gifted Youth and PXP.
This initiative follows Mondelēz's success with the 2024 Super Bowl ad, "Twist On It," for Oreos.
In a press release, RITZ Marketing VP Steven Saenen highlighted how the ad would mirror RITZ's presence on game day party platters nationwide:
"On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too."
"The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world."
Fans can watch the ad on February 9, during the Big Game.
RITZ's upcoming ad comes at just the right time, as the brand nears its 90th anniversary.
The new brand marketing strategy is sure to be a pivotal moment in RITZ's legacy. By debuting on the Super Bowl stage, RITZ aims to solidify its position not only as a fan-favorite snack but also as a cultural icon synonymous with shared experiences and celebrations.
Marketing a Cracker
Introduced in 1934, RITZ has been an American favorite for nearly a century.
Today, the brand offers a wide range of cracker varieties, including flavored crackers, sandwich crackers, and dessert crackers.
Much of the brand's marketing consists of social media posts, ranging from memes to snack recipes.
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News of RITZ's Super Bowl spot signals a shift in the brand's marketing efforts. Viewers can expect to see more activations and promotions in the coming year.
RITZ isn't the only one set to make its debut on Super Bowl Sunday. Earlier in July, ice cream brand Häagen-Dazs also announced plans to launch its first Super Bowl ad next year, with the help of nice&frank.
