Key Takeaways
- Ritz is returning to Super Bowl XLI for a third consecutive year.
- Ritz Bits and Drizzled Minis will star in the 2027 ad, putting the classic cracker on the sidelines.
- Mondelēz has remained resilient despite category headwinds facing salty snacks.
Mondelēz has announced that it will advertise its Ritz brand in Super Bowl XLI, marking the third consecutive year in the game for the venerable cracker with the scalloped edge.
The company is keeping most details of its campaign close to the vest for now. But category president for savory snacking, Steven Saenen, told ADWEEK that the goal is to maintain the momentum begun in 2025 when the 90 year old brand appeared in a Super Bowl ad for the first time.
“The brand is perceived as more modern, more fun than it was two years ago, [and] market share gains have been pretty strong over the past two years,” Saenen said.
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