Marketing: NERDS, Pringles and Ritz Unveil Spots for The Big Game

NERDS Makes Red Carpet Debut with Andy Cohen

Ferrara-owned NERDS is returning to the Big Game with a 30-second commercial titled “Taste Buds,” featuring television host Andy Cohen alongside the brand’s Gummy character.

In the spot, Cohen plays Gummy’s ultimate “Taste Bud” – a hype man and trusted friend – helping Gummy prepare for its red-carpet debut. As they walk the carpet together, Gummy transforms into “mega, crunchy, gummy and juicy,” mirroring the multisensory characteristics of NERDS’ newly released Juicy Gummy Clusters.

“Returning to the Big Game is a testament to the NERDS brand’s momentum – connecting both to culture and the consumer. Andy’s ability to spotlight what makes people – or in this case, our next level innovation – special is unmatched,” said Greg Guidotti, CMO at Ferrara, in a press release.

Pringles Pops Off with Pop Star Sabrina Carpenter

Pringles’ ninth consecutive Big Game campaign features pop star Sabrina Carpenter in a 30-second spot that presents a playful love story centered on the brand’s iconic crisps.

Developed by BBDO New York, the spot follows Carpenter as she creates a fictional soulmate, “Pringeleo,” assembled crisp by crisp and inspired by the brand’s mascot, Mr. P. The 30-second ad, which will air at the beginning of the third quarter, leans into exaggerated romantic tropes, including the instant spark.

“This spot taps into what makes Pringles unmistakably Pringles – Mr. P, the joy of stacking crisps – and then lets Sabrina Carpenter take it somewhere only she could. She immediately got the joke and elevated it,” said Michael Aimette, chief creative officer at BBDO New York, in a statement.

WK Kellogg Taps William Shatner

WK Kellogg’s Raisin Bran has revealed its first-ever Big Game spot starring legendary actor William Shatner, best known for his portrayal of Capt. James T. Kirk in the “Star Trek” franchise, which playfully addresses the 95% fiber gap identified in the new Dietary Guidelines for Americans.

The commercial features Shatner in a high-tech command center, where he’s tasked with bringing fiber to the masses. When “duty calls,” he drops onto Earth, delivering what WK Kellogg calls the “ultimate gut health tool”: the seven grams of fiber found in every bowl of Raisin Bran.

“We wanted to talk about a serious health gap in a way that actually felt relevant to people’s lives. By leaning into some fun wordplay with an absolute legend like William Shatner, we’re making sure the message about fiber is impossible to ignore,” said Doug VanDeVelde, chief growth officer at WK Kellogg Co., in a press release.

Ritz Makes Big Game Comeback

Ritz Crackers is making its return to the Big Game with a star-studded lineup that includes actors Jon Hamm, Bowen Yang and Scarlett Johansson.

The spot, titled “Ritz Island,” starts with Hamm and Yang watching a beach party from a treehouse, trading salty remarks while eyeing the Ritz crackers below. Johansson then pulls up on a jet ski and brings them to the beach party to enjoy the snack.

“We continue to evolve Ritz into a modern, culture-shaping brand built for today’s shared moments. Our Big Game creative anchors in what people love about our product – its deliciously salty and buttery flavor – and user humor, heart and signature saltiness to show how Ritz brings everyone together,” said Steven Saenen, category president of Savory Snacking, in a statement.

Mike Tyson Speaks Out Against Ultraprocessed Foods

Heavyweight champion Mike Tyson is using the Super Bowl as an opportunity to speak out against ultraprocessed foods in an ad paid for by MAHA Center, a new advocacy group founded by Tony Lyons and aligned with Health and Human Services (HHS) Secretary Robert. F Kennedy Jr.’s Make America Healthy Again movement.

“We’re the most powerful country in the world and we have the most obese, pudgy people. Something has to be done about processed food in this country,” says Tyson in the spot, going on to discuss his own personal health struggles. The ad concludes with the message “Eat Real Food,” and encourages viewers to visit realfood.gov, the government’s website for the new Dietary Guidelines.

The ad comes roughly two weeks after Non-UPF Verified, the new certification from the Food Integrity Collective, launched by Non-GMO Project founder and CEO Megan Westgate, opened up for packaged food and beverage brands at large.

Square Baby Goes Nuts to Help End Food Allergies

Science-led baby food company Square Baby is making its Big Game debut with “Deez Nuts,” a rap video featuring babies, scientists and peanuts that emphasizes the importance of the early childhood introduction of allergens, including peanuts.

“Early allergen exposure is one of those topics that’s critically important, yet most brands still avoid it,” said Katie Thomson, co-founder and CEO of Square Baby, in a statement. “We knew the campaign name would raise eyebrows, but we needed a name and a song so catchy that parents couldn’t ignore the message. And if ruffling a few feathers is what it takes to protect the next generation of kids, we’re willing to go there.”

The campaign is set to air during halftime in select local markets, alongside a broader national rollout across digital, social and educational platforms.