Why Timing Matters in Ritz’s Super Bowl Marketing

Ian Baer weighs in on how Super Bowl Sunday is the biggest salty-snack moment of the year—and by kickoff, most households have already made their choice. The Ritz Super Bowl spot leaned on a very old-school formula: A-list celebrities, a massive media spend, and the logo everywhere. If the goal was to reposition Ritz as a real alternative to chips and pretzels, that story needed to be seeded weeks in advance, not dropped in a single $8 million burst.