The brand’s 2025 ad spot, its first in the Big Game commercial space, invited consumers to the “RITZ Salty Club,” a lounge located in Utah’s salt flats that hosts “salty” personalities from pop culture figures. The upcoming ad — created by The Martin Agency, directed by Dan Opsal, and produced by Hungry Man and PXP — will showcase another side of the brand’s personality.

“Returning to one of the world’s biggest advertising stages allows us to make a bold statement about what’s next,” Saenen said. “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.”

Consumers can watch the ad during the game’s third quarter and find the specially made crackers at retailers nationwide for a limited time starting Dec. 1.