Mondelēz International has confirmed that its RITZ brand will return to the Super Bowl for a third consecutive year, using the sporting event to highlight its growing portfolio of bite-sized snacks.
The brand will air a 30-second advertisement during the second quarter of the game on 14 February 2027, focusing on RITZ Bits Cracker Sandwiches and RITZ Drizzled Minis Crackers.
The announcement follows the brand’s previous Super Bowl campaigns, RITZ Salty Club in 2025 and RITZ Party in 2026, which the company reports generated positive returns as part of its wider efforts to strengthen its position in the savoury snacking category.
Bite-Sized Growth Opportunities
The decision to focus on smaller snack formats reflects changing consumer preferences for convenient products suited to different consumption occasions, from on-the-go eating to social gatherings.
RITZ Bits Cracker Sandwiches combine the brand’s traditional golden-baked crackers with fillings including peanut butter and cheese, while RITZ Drizzled Minis introduce sweet and savoury combinations through fudge and caramel-flavoured coatings.
According to Steven Saenen, Category President, Savory Snacking, the RITZ Bits portfolio has recorded double-digit annual growth for five consecutive years, highlighting its contribution to both brand and category performance.
Saenen believes further opportunities remain to increase consumer awareness and encourage trial, making the Super Bowl an important platform for reaching new audiences.
RITZ Returns to Super Bowl
Created by advertising agency 72andSunny and produced by Publicis Production, the 2027 advertisement will form part of a wider integrated marketing campaign.
Activity will extend across social media, digital platforms, paid advertising, public relations and retail, targeting consumers across different generations and households.
The campaign also reflects the growing importance of major sporting occasions in creating opportunities for snack manufacturers to connect with consumers.
For RITZ, the emphasis on smaller formats represents a continued effort to expand consumption occasions beyond traditional crackers while supporting growth in the competitive savoury snacking market.
