RITZ’s Big Game ad spotlights ‘Salty Club’

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RITZ’s Big Game ad spotlights ‘Salty Club’

7 Feb 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

EAST HANOVER, NJ — RITZ, a Mondelez International cracker brand, announced its first appearance in the Big Game commercial space.

After confirming its debut in December, RITZ’s 30-second ad spot invites consumers to the “RITZ Salty Club,” a lounge located in Utah’s salt flats that hosts “salty” personalities from pop culture figures. Expected to air during the first quarter, the ad was shot in New York in November of last year.

“The Big Game offers a unique opportunity to catapult a brand to new heights,” said Tanya Berman, senior VP, biscuit at Mondelez. “We’re showing up like never before, bringing a lighthearted approach to the biggest stage, which we hope will get snackers across the country buzzing about RITZ.”

In the spot, Aubrey Plaza and Michael Shannon swap witty banter about their famously salty personas while sharing RITZ crackers. As they exchange quips, the duo encounters their “salty brethren,” including a disinterested teen glued to her phone and a resentful toll booth operator.

Featured among the RITZ Salty Club members are salt-inspired Easter eggs, such as a “No Smiling Allowed” sign, a RITZ-shaped ice sculpture and glowing salt lamps.

As an additional surprise guest, music star Bad Bunny will make an appearance snacking on the salty cracker.

The spot — directed by Jake Szymanski — was created by The Martin Agency, Gifted Youth and PXP. The team’s unexpected approach ushers RITZ into a new era of cultural relevance while staying true to the brand’s roots as a snack company.

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