RITZ, a well-established cracker brand in the United States, has been a popular choice for game day snacks for over 90 years. Recently, RITZ has expanded its presence in the snack market, becoming one of the fastest-growing brands in the salty snack category. In a notable development, RITZ is set to debut its first commercial during the upcoming Big Game, which emphasizes the brand’s saltiness in both a literal and figurative sense.
The commercial, titled “RITZ Salty Club,” will feature a lounge located in Utah’s salt flats, showcasing various personalities characterized by their salty demeanor. This 30-second advertisement, filmed in New York on November 20, 2024, is expected to air during the first quarter of the game.
Tanya Berman, Senior Vice President of Biscuit at Mondelēz, commented on the significance of the Big Game for brand exposure, indicating that the commercial aims to engage snackers nationwide. The advertisement features actors Aubrey Plaza and Michael Shannon, who engage in humorous exchanges about their salty personas and the taste of RITZ Crackers.
Throughout the commercial, Plaza and Shannon interact with various characters, including a teenager distracted by her phone and a toll booth operator, both of whom add to the narrative of the RITZ Salty Club. The setting includes several salt-themed elements, such as a sign prohibiting smiles, a RITZ-shaped ice sculpture, and illuminated salt lamps.
In an unexpected appearance, musician Bad Bunny, a long-time fan of RITZ, is featured enjoying the crackers and expressing his fondness for them. This interaction leads to comedic moments as Plaza and Shannon initially admonish him for not adhering to the club’s supposed rules, only to later recognize his compatibility with the group’s theme.
The advertisement was produced by The Martin Agency, Gifted Youth, and PXP, directed by Jake Szymanski, known for his comedic approach in previous Big Game commercials. This campaign represents a new creative direction for RITZ while remaining aligned with its identity as a snack that fosters social gatherings.