RITZ Welcomes Fans to the RITZ Salty Club in Its Debut Big Game Spot
In the commercial, comedic duo and IRL friends Michael Shannon and Aubrey Plaza unleash their salty sides — and get a surprise visit from RITZ superfan Bad Bunny.
EAST HANOVER, N.J., Feb. 7, 2025 /PRNewswire/ -- As America's favorite cracker1, RITZ has cemented itself as a game day staple for over 90 years. In recent years, RITZ has continued to show up in unexpected and innovative ways, making the iconic cracker one of the fastest-growing salty snack brands2. Today, RITZ is serving up its first-ever Big Game commercial tapping into its saltiness — both literally and figuratively.
After confirming its Big Game debut in December, the salty snack brand invites fans to the 'RITZ Salty Club,' a lounge located in Utah's salt flats that hosts some of the saltiest personalities out there. The 30-second spot, expected to air during the first quarter, was shot in New York on November 20, 2024.
'The Big Game offers a unique opportunity to catapult a brand to new heights,' said Tanya Berman, Mondelēz Senior Vice President Biscuit. 'We're showing up like never before, bringing a lighthearted approach to the biggest stage, which we hope will get snackers across the country buzzing about RITZ.'
At RITZ, salty isn't just a flavor. It represents the bold, fun, and lovable side of the brand that brings everyone together – especially on game day. In the spot, Aubrey Plaza and Michael Shannon share witty banter about their famously salty personas and, of course, the deliciously salted, buttery goodness of RITZ Crackers.
As they exchange quips, the celeb duo encounters their 'salty brethren,' including a disinterested teen glued to her phone and a resentful toll booth operator. Sprinkled among the RITZ Salty Club members are salt-inspired Easter eggs, like a 'NO SMILING ALLOWED' sign, a RITZ-shaped ice sculpture, and glowing salt lamps.
In an unexpected twist for all, global music phenomenon and lifelong RITZ fan Bad Bunny appears, happily snacking on his favorite cracker and enthusiastically exclaiming, 'I love them!' — causing Plaza and Shannon to playfully reprimand him for exhibiting behavior that doesn't align with the RITZ Salty Club's rules.
Following some hesitation, Plaza and Shannon learn that Bad Bunny has a salty side after all, and they come together to agree on one thing: the great taste of RITZ crackers brings everyone together, even the saltiest.
The spot was created by The Martin Agency, Gifted Youth, and PXP, and was directed by Jake Szymanski, who is no stranger to bringing tongue-in-cheek comedy to Big Game ads. The team's unexpected approach ushers RITZ into a new era of creativity and cultural relevance while staying true to its roots as the snack that gathers people around the table.
For more information, visit RITZ at www.tasteofwelcome.com and follow RITZ® on Facebook @RITZCrackers, Twitter/X @RITZCrackers, TikTok @theritzcrackerofficial or on Instagram @RITZcrackers to be among the first to know about future brand news.
Fans can also watch the extended version of the 'RITZ Salty Club' commercial on the RITZ Crackers YouTube channel.
1 Nielsen Connect xAOC+C L52W/E 11/17/24
2 Nielsen xAOC+C 52 w.e. 10/12/24
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