RITZ "is gearing up for a monumental 2025" that includes a first-time appearance during 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. 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," shared Steven Saenen, RITZ vice president of marketing. "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 cracker brand will air a 30-second spot from The Martin Agency on Feb. 9. The spot will be directed by Jake Szymanski and produced by Gifted Youth and PXP. The campaign will also include paid media, retail, PR and social amplification.

This marks the second year in a row that a Mondelēz International snack brand will appear during the ad break.

"At Mondelēz, we understand that success in the snacking category requires more than just great 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, Mondelēz senior vice president Biscuit. "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."