The famous marketing slogan is that everything is delicious at the Ritz, but what about the Super Bowl?
Management at the nearly century-old Mondelēz International Snack Crackers believes the answer is yes.
On Sunday, February 8th, a new Ritz Super Bowl commercial will air during the third quarter, featuring actors Jon Hamm, Bowen Yang, and Scarlett Johansson, as they try to find their way on the Ritz Island. The concept emulates Cracker’s 2025 Super Bowl effort, which had Aubrey Plaza, Michael Shannon and Bad Bunny swapping zingers on “Salty Crab.”
“This is about modernizing the brand and shining a new light on the brand for consumers,” Steven Saenen, category president of savory snacks, said in a recent interview.
Ritz is one of the Super Bowl advertisers, focusing attention on a broader group of celebrities rather than placing the burden of success on one person. Some are testing similar curation of celebrities. Instacart has signed Ben Stiller and Benson Boone for Super Bowl ads, while Bud Light is using Post Malone, Shane Gillis, and Peyton Manning.
If Ritz is using a similar concept to what they did for the 2025 Super Bowl, there’s a reason for that. “We gained market share,” Saanen said. “And we got about 1 million households.”
Hamm, Yang and Johansson have different personalities, and their only commonality appears to be their association with Saturday Night Live, where Yang was until recently a cast member and where Hamm and Johansson were frequent guests. Each actor “brings something different, a very unique personality, a unique cultural element,” Saanen says. “And our hope is that all our fans around the world feel heard, seen, and celebrated.”
NBC, which is broadcasting the big game between the Seattle Seahawks and the New England Patriots, is seeking $7 million to more than $10 million for a 30-second commercial.
