Ritz is running its first Super Bowl commercial as the Mondelēz-owned brand aims to boost its awareness in the competitive snacking category.

The 30-second spot from The Martin Agency will be directed by Jake Szymanski, who directed the reality hoax comedy series “Jury Duty,” and produced by Gifted Youth and PXP.

​​“At Mondelēz, we understand that success in the snacking category requires more than just great products and are constantly dreaming up new ways to evolve our marketing approach to better connect with our fans and stay competitive,” Tanya Berman, senior VP of biscuit at Mondelēz, said in a statement. “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.”

Ritz did not share creative details, but in a statement, Ritz VP of Marketing Steven Saenen described the ad as “our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.”

Mondelēz, whose brands include Oreo, Fig Newtons and Belvita, recently reported third-quarter global revenue growth of 1.9%, with North America revenue falling 0.7%.

This is the second year in a row that a Mondelēz brand will run a Super Bowl ad. Oreo’s spot last season, also from The Martin Agency, was a play on the idea of a coin flip, changed to “twist on it”—Oreo creme sticking to the cookie or not—to make decisions. The ad starred Kris Jenner.

Ritz joins Super Bowl newcomers Coffee mate, Häagen-Dazs and Instacart in the 2025 ad lineup. Doritos, Dove, Skechers and Rocket Companies are among the brands returning to the game.