Ritz Crackers Continues 'Salty' Super Bowl Campaign with Star-Studded Tropical Party

Ritz Crackers is bringing back its "salty" Super Bowl advertising theme for a second year, this time featuring a tropical island party. The new 30-second spot, created by The Martin Agency, stars Jon Hamm, Scarlett Johansson, and Bowen Yang, continuing the brand's playful exploration of "saltiness" as a metaphor for crankiness.

Key Takeaways

• Ritz's second annual Super Bowl ad doubles down on the "salty" theme introduced last year.
• The campaign aims to broaden Ritz's appeal as an everyday party snack across demographics.
• The new ad features a tropical island setting with Jon Hamm, Scarlett Johansson, and Bowen Yang.

A Star-Studded Cast for a Salty Situation

The latest advertisement sees actor Jon Hamm, known for his role in "Mad Men," feeling left out and "salty" as he observes a party from afar. He's joined in his predicament by comedian Bowen Yang, with both men lamenting their exclusion from the festivities. The tension is broken with the arrival of Scarlett Johansson via jet ski, who manages to ease their surliness and bring them into the party.

Steven Saenen, president of savory snacking at Mondelēz International, emphasized the intentional selection of the cast. "We have this trio of talent that resonate across generations and household types," Saenen told Adweek. This strategic casting aims to connect with a wide audience, reinforcing Ritz's positioning as a versatile snack suitable for various occasions.

Building on Last Year's Success

Last year's Super Bowl ad also played on the "salty" theme, featuring Michael Shannon, Aubrey Plaza, and Bad Bunny at a party where the "No Smiles Allowed" sign was eventually overcome by the crackers' buttery flavor. This year's campaign builds on that foundation, moving the "salty action" to a new, tropical setting.

"We're doubling down on our salty platform and salty tone of voice—that's something that worked very well for us in 2025," Saenen explained. "This year, we're going to move all that salty action to a new setting."

Expanding Ritz's Appeal

While Mondelēz International owns other popular brands like Oreo and Triscuit, the company sees significant untapped potential in the 91-year-old Ritz brand. The strategy involves positioning Ritz not just as a cracker, but as a go-to party snack for everyday moments. The celebrity endorsements and the continuation of the "salty" narrative are key components of this broader marketing effort to increase the cracker's appeal across the demographic spectrum.