EAST HANOVER, NJ — Ritz, a cracker brand under the Mondelez International umbrella, is making its first appearance at the upcoming Super Bowl, commonly referred to as the Big Game.
“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,” said Steven Saenen, VP of marketing for Ritz. “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. The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.”
The 30-second ad spot, created by The Martin Agency, will air on Feb. 9. The campaign will also feature paid media, retail, public relations and social media amplification.
Previously, the baking giant ran an ad spot for its Oreo brand during Super Bowl LVIII.
“At Mondelez, we understand that success in the snacking category requires more than just g. reat products and are consistently dreaming up new ways to evolve our marketing approach to better connect with our fans and stay competitive,” said Tanya Berman, senior VP, biscuit at Mondelez. “An integral part of that strategy is to ensure our presence on the right platforms, and it isn’t the first time one of our brands has risen to the challenge of capturing the massive cultural phenomenon that is the Big Game. We are energized by the fresh approach the Ritz brand is taking and believe it will set the tone for a remarkable year of sustained success in an increasingly competitive snack market.”
Advertising ahead of this major event correlates with a spike in consumer sales during the week of the game. In 2023, Cirana data revealed that savory snack foods saw a jump in total dollar sales during Super Bowl Week 2023 to $796 million.
