RITZ will return to the Big Game on Feb. 8, 2026, with a 30-second advertisement airing during the third quarter. This will mark the third consecutive year that a Mondelēz International snack brand will make an ad-break appearance—because sometimes great things really do come in threes.
The RITZ Brand made its first run at the Big Game in February 2025, debuting a vibrant spot that introduced the RITZ Salty Club. The ad celebrated one of RITZ Crackers’ most iconic traits—its signature salty bite—set against the aptly chosen backdrop of the Salt Flats in Utah. This year, the brand is once again raising the stakes, turning up the flavour and buzz with a refreshed creative direction.
“For over 90 years, the RITZ® Brand has brought connection to family tables,” said Steven Saenen, category president, Savory Snacking. “Although we’re immensely proud of this legacy, we’re equally committed to delivering on cultural impact and relevancy for this iconic brand. Returning to one of the world’s biggest advertising stages allows us to make a bold statement about what’s next. We introduced the world to the RITZ Salty Club in 2025 and, in 2026, our salty Big Game commercial will set the play for more game-changing things to come from the RITZ Brand.”
Created by The Martin Agency, the brand’s new spot is directed by Dan Opsal, and produced by Hungry Man and Publicis Production. The ad is central to the brand’s larger 360º multichannel campaign inclusive of paid media, social, PR, and retail.
Ahead of the Big Game, the RITZ Brand will help fans gear up with the release of the brand’s new football-shaped cracker, delivering the same salty, buttery-flavoured experience fans love in a playful new shape. The limited-edition crackers will score big on snack spreads, at future tailgates, and football watch party gatherings alike. Fans can find the new RITZ limited-edition crackers on store shelves beginning on Monday, Dec. 1.