• by Fern Siegel , December 5, 2024

Ritz  Crackers is making a first-time appearance at the upcoming Super Bowl Feb. 9, 2025.

The Martin Agency will create a 30-second spot, directed by Jake Szymanski. The campaign will also include paid media, retail and social media.

"On a day where 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 our journey to transform how fans view the Ritz brand through fresh and unexpected marketing strategies that speak directly to today’s consumer,” said Steven Saenen, Ritz vice president marketing.

Ritz is owned by Mondelez International, which also includes brands such as Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop. This is the second year in a row a company snack appeared in the Big Game.

Tanya Berman, Mondelez senior vice president, biscuit, added the spot “will set the tone for a remarkable year of sustained success in an increasingly competitive snack market.”

The Martin Agency's client work has included Bud Light, Axe, CarMax and Geico.