- Tension: Ritz wants to modernize its image and capture younger audiences, but it’s anchored in a legacy brand identity shaped by nostalgia and pantry familiarity.
- Noise: Super Bowl ads are often treated as one-off stunts, judged by production value and celebrity cameos, rather than the broader brand strategy behind them.
- Direct Message: The smartest Super Bowl ads aren’t just big-budget moments—they’re brand turning points designed to reshape perception and deepen cultural relevance.
To learn more about our editorial approach, explore The Direct Message methodology.
In 2025, Ritz Crackers will make its Super Bowl debut with a 30-second spot—a bold move for a brand more associated with pantry staples than prime-time spectacle.
The Martin Agency produced the ad, which was directed by Jake Szymanski and backed by social, retail, and PR extensions. While the ad is set to reach tens of millions during the Big Game, the real story is what Ritz wants to make of that moment.
“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 isn’t just about exposure—it’s about evolution. Ritz, owned by Mondelēz International, is stepping into a spotlight more commonly occupied by soda, chips, and beer. And by doing so, it’s positioning itself not just as a kitchen staple, but as a cultural participant.
Where nostalgia meets reinvention
For years, Ritz has thrived on familiarity. It’s the go-to for cheese platters, after-school snacks, and last-minute dips. But for younger audiences who didn’t grow up with Ritz as a default, that association isn’t guaranteed.
The Super Bowl stage, with its blend of high anticipation and pop culture currency, offers Ritz a rare chance to rewrite that association in real time.
And it’s not an isolated move. As Tanya Berman, Mondelēz’s SVP of biscuits, explained: “An integral part of that strategy is to ensure our presence on the right platforms.”
Last year, the company used its Oreo brand to reach fans during the Super Bowl. This year, it’s Ritz’s turn—but the goal remains the same: be present where culture is concentrated and attention is highest.
At a reported $7 million for 30 seconds, the investment is steep. But so is the payoff when that airtime is used not just for laughs or gimmicks, but to shift a brand’s meaning.
The clarity that changes everything
The smartest Super Bowl ads aren’t just big-budget moments—they’re brand turning points designed to reshape perception and deepen cultural relevance.
Earning modern relevance without losing brand equity
Of course, the value of a Super Bowl ad isn’t just in viewership—it’s in the cultural echo.
People don’t watch the Big Game ads to be sold to; they watch to see what brands are paying attention to the world we live in.
The smartest advertisers know this and build campaigns that contribute to the broader conversation happening that day.
For Ritz, the opportunity isn’t just about reminding people they exist—it’s about revealing what the brand now means.
The right creative approach can nod to nostalgia while surfacing something more relevant: humor that fits today’s tone, product placement that reflects today’s snacking rituals, or a narrative that reframes Ritz as an every-occasion cracker, not just a party one.
We’ve seen brands like Avocados from Mexico, M&M’s, and Hellmann’s use this stage to redefine themselves in recent years—shifting from category players to cultural voices. Ritz has that opportunity now.
The right follow-through—across shopper activations, influencer partnerships, and snackable social content—can take a single 30-second ad and turn it into a year-long repositioning campaign.
And it doesn’t hurt that Ritz is already set up for ubiquity on game day. The brand will be in millions of kitchens and on millions of party trays. The Super Bowl ad just reminds us to notice.
When legacy brands play offense
Ritz isn’t entering the Super Bowl just to be seen. It’s showing up to say something.
Legacy brands can coast on recognition. Or they can invest in relevance. Mondelēz has chosen the latter—and with this ad, Ritz signals its intent to be more than background noise at the snack table.
In the end, the most powerful Super Bowl spots don’t just earn a laugh. They earn a reappraisal. And that’s what Ritz is banking on: a 30-second shot to remind the world that relevance is always up for grabs—if you’re willing to play for it.
