A Super Bowl spread is only as good as the cracker that holds it.
The Ritz crackers enter the Super Bowl advertiser roster for the first time this year, with a 30-second spot produced by The Martin Agency, director Jake Szymanski (Funny or Die, Mike and Dave Need Wedding Dates) and the production companies Gifted Youth and PXP. . The Mondelēz-owned brand’s Super Bowl spot will be complemented by paid media and retail and social media ads.
Mondelēz seeks to give younger generations a new look at the 90-year-old tabletop crackers/baked goods/mac and cheese toppings.
“At a time when our products will be served on party platters across the country, it seemed only fitting for us to finally make an appearance on the big screen,” said Steven Saenen, vice president of marketing at The Ritz. “This ad buy marks an important milestone in our journey to transform how fans experience the Ritz brand.”
Mondelēz, however, plays the Big Game like a veteran.
During Super Bowl 58, for example, Mondelēz invested 30 seconds of Super Bowl airtime to present Oreo helping everyone from Trojan guards to Kris Jenner make life-changing decisions with her cookie. The commercial ranked 33rd among 59 Super Bowl commercials on the USA Today 2024 advertising counter.
A 30-second ad during Fox’s broadcast of Super Bowl 59 is estimated to cost at least $7 million. Fox said this week during its earnings call that it had sold out of stock for the game at a “record price”.
“An integral part of this strategy is ensuring we are on the right platforms,” said Tanya Berman, vice president of biscuits at Mondelēz.
For the latest Super Bowl 59 advertising news: who’s in, who’s out, teasers, full commercials and more, check out Adweek’s Super Bowl 2025 Ad Tracker and the rest of our stories here. And join us on the evening of February 9 for the best coverage of in-game ads.
