• by Tanya Gazdik , 7 hours ago

Ritz is going big on its third-quarter Super bowl Spot, enlisting A-list actors including Jon Hamm, Scarlett Johansson and Bowen Yan, all trying to find their way to Ritz Island.

“The concept emulates the cracker’s 2025 Super Bowl effort, which featured Aubrey Plaza, Michael Shannon and Bad Bunny trading zingers at a ‘Salty Club,’” according to Variety. “Ritz is among the Super Bowl advertisers relying on a broader group of celebrities to capture attention, rather than placing the burden of success on a single personality.”

In last year's spot, the actors played up their famously "salty" personas.

“Now for 2026, Ritz returns with arguably Bad Bunny's most recognizable fan in America,” according to USA Today. “Hamm, who shares a birthday with the music artist, is so well known as a supporter of the Puerto Rican star that he received the nickname "Juan Jamón (Spanish for ham).”

Ritz saw an increase in market share in both February and the first quarter of 2025 with its inaugural Super Bowl campaign.

“It’s no secret that the big game is really where sports, culture, entertainment and, of course, food also, it all comes together,” Steven Saenen, category president for savory snacking at Mondelez international, tells The Hollywood Reporter, noting Ritz's Super Bowl debut last year. “This year was all about doubling down on that. So we’re doubling down on the salty platform we’ve created, but want to make an even bigger splash with fresh, bold, new creative.”

The 30-second spot was created by the Martin Agency.

“Ritz thinks the salty positioning could resonate with consumers during a divisive point in time,” according to Marketing Dive. 

Nothing in the advertising is political, but the approach offers a fun way to tap into the “collective cultural response to these microfrustrations of everyday life,” Olympia Portale, senior director of marketing at Ritz, tells Marketing Dive. 

Ritz Island was first teased last week in an Instagram video where Yang rings up a friend whom he refers to only as prosciutto, according to MediaPost’s Out to Launch.