Ritz is returning to the [Super Bowl](https://www.adweek.com/category/super-bowl/) for its second consecutive Big Game commercial.
The Mondelēz International snack brand will air a 30-second ad during the third quarter of Super Bowl 60 on Feb. 8, 2026.
The spot, created by The Martin Agency and directed by Dan Opsal through production company Hungry Man, will reveal a fresh creative direction for the brand as it aims to increase its cultural relevance, said Steven Saenen, category president of savory snacking at Mondelēz.
“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,” Saenen said in a statement. “Returning to one of the world’s biggest advertising stages allows us to make a bold statement about what’s next.”
Along with the commercial, Ritz will run a multi-channel campaign spanning paid media, social, PR, and retail. It will also release a limited-edition football-shaped cracker ahead of the game.
Ritz made its Super Bowl debut in Feb. 2025 with an [ad starring](https://www.adweek.com/creativity/no-smiles-allowed-in-ritzs-first-ever-super-bowl-commercial/) Aubrey Plaza, Michael Shannon, and Bad Bunny.
Its Super Bowl 60 ad will mark Mondelēz’s third Big Game commercial. Before Ritz’s debut in 2025, fellow Mondelēz brand Oreo ran a Super Bowl ad in 2024.