Ritz crackers are set to make a splash at this year’s Super Bowl with a new ad featuring Hollywood stars Jon Hamm, Bowen Yang, and Scarlett Johansson. Scheduled to air in the third quarter on February 8, the humorous spot will transport viewers to “Ritz Island,” a comical setting that promises to delight audiences much like their 2025 Super Bowl effort, which featured Aubrey Plaza, Michael Shannon, and Bad Bunny in a playful exchange at a ‘Salty Club.’
Steven Saenen, the category president of savory snacking at Mondelez International, emphasized the brand’s efforts to modernize its image and engage a new generation of consumers. “This is about modernizing the brand, casting the brand in a new light for consumers,” he shared in a recent interview.
Ritz is joining a growing trend among Super Bowl advertisers who are opting for a diverse lineup of celebrities rather than focusing on a single high-profile figure. This strategy is aimed at capturing the attention of viewers from various demographics. For instance, Instacart has enlisted both Ben Stiller and rising star Benson Boone for their Super Bowl campaign, while Bud Light is assembling an eclectic mix of stars, including Post Malone, Shane Gillis, and Peyton Manning.
Ritz’s prior Super Bowl campaign was a success, allowing the brand to gain market share and reach over a million new households. Saenen noted, “We gained market share,” substantiating the rationale behind their repeat approach. The dynamic personalities of Hamm, Yang, and Johansson, all of whom have connections to “Saturday Night Live,” are expected to appeal to a wide audience. Saenen hopes that their diverse backgrounds will help every fan feel “heard and seen and celebrated.”
As the Super Bowl approaches, NBC is reportedly charging between $7 million and over $10 million for a 30-second commercial spot, underscoring the high stakes and competition among brands vying for viewers’ attention during this iconic event.