RITZ Confirms Salty “Big Game” Return — New Ad + Football-Shaped Crackers for 2026

Ritz is heading back to the biggest stage in American sports, confirming a second straight appearance in the Super Bowl 60 lineup of high-profile super bowl ads. The Mondelēz International brand will air a new 30-second spot in the third quarter of the Big Game on Feb. 8, 2026, signaling a fresh creative direction designed to boost the cracker’s cultural relevance. This marks the brand’s second consecutive year running a Super Bowl commercial — and helps continue the streak of parent company Mondelēz International placing a snack-brand ad in the Big Game for the third straight year. The commercial comes from The Martin Agency and is directed by Dan Opsal through Hungry Man, building on the brand’s long legacy while pushing it into more modern, pop-culture territory.

“For over 90 years, the RITZ brand has brought connection to family tables. Although we’re immensely proud of this legacy, we’re equally committed to delivering on cultural impact and relevancy for this iconic brand,” said Steven Saenen, category president of savory snacking at Mondelēz, in a statement. “Returning to one of the world’s biggest advertising stages allows us to make a bold statement about what’s next.” That “what’s next” will be closely watched by fans and marketers who follow Super Bowl commercials as much as the game itself.

Ritz isn’t limiting its Super Bowl 60 effort to a single in-game spot. The brand is rolling out a full multi-channel push around its super bowl advertising, including paid media, social content, PR activations, and in-store retail programs. As part of the campaign, Ritz will introduce a limited-edition football-shaped cracker in time for Super Bowl season, giving fans a themed snack that ties directly into the Big Game creative and reinforces the brand’s presence at watch parties across the country.

The 2026 appearance follows Ritz’s Super Bowl debut in February 2025, when the brand ran its first-ever Big Game commercial, “Ritz Salty Club,” featuring Aubrey Plaza, Michael Shannon, and Bad Bunny. That ad leaned into a dry, salty sense of humor and marked a major step for Ritz into the world of star-powered super bowl ads. For parent company Mondelēz, the upcoming spot will be its third Big Game outing overall, following Oreo’s 2024 Super Bowl commercial and Ritz’s 2025 debut—evidence that the snack giant sees continued value in premium Super Bowl advertising as a way to stay top-of-mind with millions of viewers. Fans can expect Ritz to build on that momentum as it tries to earn a place among the most memorable super bowl commercials in recent years, joining the long-running tradition of standout spots in the game’s advertising history documented in the Super Bowl commercial archive.