Ritz Crackers, owned by Mondelēz International, will debut during the 2025 Super Bowl with a 30-second spot. The ad aims to modernize Ritz’s image and appeal to younger generations. The Martin Agency produced the advertisement, which was directed by Jake Szymanski.
Retail and social media campaigns back it. “A Super Bowl spread is only as good as the cracker holding it,” said Steven Saenen, Ritz’s VP of marketing. “On a day when 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.”
This ad buy marks a significant milestone in Ritz’s journey to transform how fans view the brand.
Mondelēz is no stranger to the Super Bowl stage. Last year, the company featured its Oreo brand during the game.
Ritz enters the Super Bowl spotlight
Fox estimated that a 30-second ad during this year’s Super Bowl 59 broadcast costs at least $7 million. For Mondelēz, the investment is part of a broader strategy to ensure their brands are visible on key platforms when consumer attention is at its peak. An integral part of that strategy is to ensure our presence on the right platforms,” said Tanya Berman, Mondelēz’s SVP of biscuits.
The cracker brand will air a spot created by The Martin Agency. Directed by Jake Szymanski and produced by Gifted Youth and PXP, the ad will be part of a comprehensive campaign that includes paid media, retail, PR, and social amplification. This appearance during the Big Game marks the second year a Mondelēz International snack brand will feature in the event.
At Mondelēz, we understand that success in the snacking category requires more than just great products and consistently dreaming up new ways to evolve our marketing approach to better connect with our fans and stay competitive,” said Berman. For more information and updates on the Big Game ad, fans can visit Ritz on social media platforms like Facebook, Twitter, and Instagram.
