RITZ is gearing up for another high-visibility moment on one of advertising’s biggest stages. The brand confirmed its return to the Big Game on February 8, 2026, with a new 30-second spot airing in the third quarter—marking the third consecutive year a Mondelēz International snack brand appears during the broadcast. A strategic move designed to strengthen cultural resonance and saliency.
A new creative chapter after the “Salty Club” debut
After making its Super Bowl debut in 2025 with the colourful, Utah Salt Flats-set “RITZ Salty Club,” the brand is shifting gears for 2026 with a refreshed creative direction meant to “turn up flavour and buzz.” The objective: reinforce RITZ’s signature salty bite while expanding its storytelling territory to fit the heightened expectations of the event.
Brand ambition meets creative pedigree
“Returning to one of the world’s biggest advertising stages allows us to make a bold statement about what’s next,” said Steven Saenen, category president, Savory Snacking. For RITZ, the Big Game is not only a visibility play but a strategic lever to modernize the brand’s perception and unlock new cultural relevance.
The new spot is created by The Martin Agency, directed by Dan Opsal, and produced by Hungry Man and Publicis Production, ensuring a high-production-value narrative aligned with RITZ’s ambition. The film acts as the anchor of a broader 360° ecosystem spanning paid media, social, PR, and retail.
Limited-edition innovation to fuel pre-game conversation
To build anticipation ahead of the broadcast, RITZ will roll out a limited-edition football-shaped cracker starting December 1. Designed to bring the brand’s classic salty, buttery flavour to a playful new format, the product serves as both a fan engagement tool and a retail traffic driver—positioned to score during snack spreads, tailgates, and watch parties.
With creative firepower, a culturally attuned positioning, and a product drop built for shareability, RITZ is clearly preparing for another high-impact season in the marketing playbook.
