Super Bowl Ads 2026
The Super Bowl (apart from the Olympics) is the biggest sporting event of the year, and also hands down is the most influential moment for advertisers on the planet.
Every year its Food, Beverage and Alcohol brands hog the commercial breaks – using the Super Bowl as a massive platform to debut new products, reinforce what makes their brand tick, and create all sorts of cultural moments that go way beyond the one big game.
Last year, we put out a detailed reviews of all the Food, Beverage, Alcohol and Kitchen Super Bowl ads and got some seriously positive feedback from the brands, ad agencies and industry types. That just reinforced how valuable it is to take a super close look at how the big brands tackle Super Bowl advertising, but this time through a food focused lens.
At Gourmet Ads, Food and Beverage advertising is tracked year round across digital, programmatic, and CTV environments. Super Bowl LX represents another opportunity to examine how leading brands use storytelling, entertainment, and context to reach consumers at peak attention moments.
The aim of this article is to provide a one stop resource for Super Bowl Ads 2026, tracking Food, Beverage, Alcohol and Kitchen advertising, and calling out select CPG or Home brand campaigns where they intersect with food and household moments. The article will be updated daily in the lead up to the game, with additional updates on Super Bowl Sunday as new commercials air.
Super Bowl LX 2026 Overview
The 60th edition of the Superbowl is due to be played on Sunday the 8th of February 2026. And where better to host such a momentous occasion than at the legendary Levi’s Stadium in Santa Clara, California – the 49ers’ home turf.
Levi’s Stadium is no stranger to the big game having previously hosted Superbowl 50 and they are now set to return as the venue for Superbowl 60, bringing the event back to the San Francisco Bay Area.
The big game will pit Seattle Seahawks against the New England Patriots in a rivalry that’s been brewing since a Superbowl showdown a decade back.
The Superbowl continues to draw one of the BIGGEST audiences around in the world of media. Lately they’ve been getting over 100 million viewers in the States alone, with millions more tuning in from all over the globe on TV and online – they basically are the single biggest advertisement fest of the year.
Super Bowl LX 2026 at a Glance
- Date: Sunday, February 8, 2026
- Teams: Seattle Seahawks (NFC) vs New England Patriots (AFC)
- Location: Levi’s Stadium, Santa Clara, California
- Kickoff: USEST: 6:30 pm / (PST): 3:30 pm
- Estimated Audience: 100M+
Food Ads for Super Bowl LX
Below are the Food Ads seen / confirmed for Super Bowl LX. Additional ads will be added as the ads are released or on Super Bowl Sunday.
“Bananas” Instacart | Super Bowl Ad
Instacart’s Super Bowl Video Ad “Bananas” takes a everyday grocery decision and turns it into a wildly entertaining moment that you won’t soon forget. Directed by Spike Jonze and starring Ben Stiller alongside musician Benson Boone, the ad brings it all together with a blend of catchy tunes, a bit of slapstick comedy & some retro-vibe visuals to really drive home a key point about consumer behavior that Instacart’s got nailed. They know that when it comes to buying groceries, shoppers put a lot of stock in produce quality – and bananas in particular – and that’s exactly what they highlight in this ad through their Preference Picker feature. Through a playful & exaggerated rivalry, some seriously over-the-top choreography & a healthy dose of humor – Instacart makes it clear that personalisation doesn’t have to be a small-scale thing. By pairing up some big-name stars with a real & tangible benefit from their own service, Instacart manages to stand out from the crowd & show the world a Super Bowl commercial that really is memorable – and unmistakably Instacart.
“Will Shat” Kellogg’s Raisin Bran | Super Bowl Ad
Kellogg’s Raisin Bran makes a bold splash in their Super Bowl debut with “Will Shat”, a crazy high energy video ad that turns a run of the mill health benefit into a right proper cultural phenomenon. Alongside the one and only William Shatner, the spot brings to life sci-fi spectacle & deadpan humour, with rapid-fire scene changes that speed through the fibre “crisis” in America in a fun way that’s actually entertaining rather than some boring old educational piece. Working with creative agency VaynerMedia, the ad is designed to pop whether you’ve got the sound on or off – dropping the brand into living rooms and the great outdoors, so the message really takes hold. and so its proven you can take a heritage brand like Raisin Bran & turn it into a Super Bowl laughs & conversations leader with absolute confidence & a ton of humour
“Sweet Sandwich Time” Hellmann’s Mayonnaise | Super Bowl Ad
Hellmann’s is throwing itself wholeheartedly into the Super Bowl spectacle with “Sweet Sandwich Time,” a ridiculously energetic video ad that parodies Sweet Caroline in the most playful way. Led by Andy Samberg as the lovably over-the-top “Meal Diamond”, the ad turns a run of the mill deli into a full-on sing-along, complete with fun cameos from Elle Fanning and Keith Lee popping up from the sidelines. That instantly recognizable tune pulls you in right away, and then Hellmann’s keeps bringing it back to the one thing that matters, the taste and the sense of togetherness. This one’s a product of agency VML with some support from WPP Unite & Edelman and it shows just how effectively you can turn a simple sandwich into a must see moment in the Big Game, just using humor, a catchy tune and a little bit of cultural nostalgia.
“Yes Bueno” Kinder Bueno | Super Bowl Ad
Kinder Bueno makes its Super Bowl debut with the boldly cinematic video ad “Yes Bueno“, a spot that treats a chocolate bar like a blockbuster hero. Kinder Bueno throws viewers into a sci fi space disaster, where chaos, black holes and world ending stakes are met with one simple response, Yes Bueno. Led by William Fichtner’s trademark serious delivery and a sharp supporting moment from Paige DeSorbo, the ad leans into absurdity with confidence. Created with subtle precision by Anomaly, the spot introduces a new brand platform that turns everyday stress into opportunity. Kinder Bueno repeats its message clearly, memorably and at Super Bowl scale, proving that even in total meltdown moments, Kinder Bueno is the irresistible answer.
“RITZ Island” RITZ Crackers | Super Bowl Ad
RITZ Crackers steal the show in the Super Bowl spotlight once more with “RITZ Island“, a wacky 30-second ad that whole-heartedly leans into the salty flavour that’s now made the brand its trademark. Starring Jon Hamm, Bowen Yang, and Scarlett Johansson, this spot is a laugh-out-loud contrast of snarky outsiders vs an utterly over-the-top island bash, using the actors chemistry and some real comedic flair to make an instant connection with viewers. The RITZ people get it spot-on as they cheekily mash up current slang with the straightforward salty-buttery taste that’s made RITZ Crackers a love affair for everyone. With a light, tongue-in-cheek approach courtesy of The Martin Agency, the ad tells a clear story and shows off the product with confidence, proving again that when it comes to the Big Game RITZ Crackers knows how to own the show.
“The Feest” Grubhub | Super Bowl Ad
Grubhub really makes a splash with its Super Bowl debut – “The Feast” – a crazy over-the-top ad that takes delivery fees & turns them into a real dramatic spectacle. Set at a fancy banquet table, the whole film builds up tension & starts to feel like an opera – complete with over-the-top performances and reactions before George Clooney comes in and delivers the punchline. He essentially says “Grubhub eats the fees”. What’s interesting is that this was all directed by Yorgos Lanthimos, which explains the ridiculously surreal tone he brought to it. Pairing super posh visuals with a healthy dose of deadpan humour. The people at Anomaly must have had a lot of fun working on this, with just the right amount of subtlety to get the point across and the ad positions Grubhub as the hero of the fee-weary consumers out there. All in all Grubhub pulls it off, even a price message can feel like a proper movie trailer when you go all out like they did
“NERDS Juicy Gummy Clusters” Nerds | Super Bowl Ad
NERDS Candy struts back onto the Super Bowl stage with its 30-second showstopper “Taste Buds“, a brazen, culture-packed ad that fuses the brand’s cutting-edge innovation with all the glamour of a red-carpet premiere. Headlining Andy Cohen, the commercial kicks off poolside, then, just like that it turns its beloved Gummy mascot into an unmissable celebrity spectacle; capturing that perfect combo of the candy’s crunchy outside and its irresistibly gooey inside. NERDS Candy isn’t afraid to poke fun at itself, riff on some high-end fashion & use sensory tricks to break free from the usual candy cliches while still keeping the star of the show very much front & center. Worked on with a subtle hand by Digitas Chicago, the whole thing is cleverly balanced to deliver an engaging ride without ever losing sight of what really matters: the candy. With “Taste Buds”, NERDS Candy just keeps on building speed and shows us that when you combine creativity with some good old-fashioned culture, even something as humble as candy can suddenly feel incredibly eleviated.
“Hungry for the Truth” – Uber Eats | Super Bowl Ad
“Hungry for the Truth” lands another confident ad in the Super Bowl for Uber Eats, continuing along the lines of its popular Football Is For Food campaign, which has been going strong for ages. The 60 second ad stars Matthew McConaughey playing a truth seeker with a mission, absolutely convinced that secretly – or maybe not so secretly, football has always been about one thing: food. And on the other side of the debate we’ve got Bradley Cooper playing the role of the voice of reason, pushing back against this theory and keeping things interesting. Its great to see Parker Posey back on board too, she brings a sense of nostalgia and knowing glances that we all clock straight away. It’s Special Group US who came up with the ad, and they do a great job of combining comedy, celebrity chemistry, and a bit of cultural insight to make sure Uber Eats stays front and centre on game day. And the message is just plain clear: when the football makes you ravenous, Uber Eats has your back.
“Last Harvest” Lay’s | Super Bowl Ad
“Last Harvest” is a seriously moving Superbowl video ad that shows us all over again why Lay’s manages to stand out in the food business. Directed by Taika Waititi, this one’s a beautifully crafted generational story and one that draws on the real life of Illinois potato farmers Tom Neumiller and his daughter Katie Flaming. Her family’s farm has actually supplied potatoes to PepsiCo for generations now and you can see where Lay’s got inspiration from this rich history.
Unlike most Superbowl ads Lay’s chose to go with a story about legacy, family & the long journey that a spud takes from the farm to the dinner table. all of this adds up to a cinematic, mood based ad that packs a real punch, meanwhile the way Highdive handled the creative just keeps the whole thing feeling grounded & genuine. By shinning a light on the real growers & the real people behind the brand Lay’s ends up delivering a Superbowl ad that just feels like it’s from the heart, genuinely human and tied to its roots.
“Deliver the Rainbow” Skittles | Super Bowl Ad
“Deliver The Rainbow” is a Super Bowl era video ad that proves Skittles can dominate culture without relying on a traditional broadcast slot. Starring Elijah Wood, the spot embraces Skittles’ signature surreal humour as a magical rainbow horn summons Wood to deliver candy on demand. The film cleverly taps into instant gratification culture, pairing absurd storytelling with real world relevance through delivery partnerships. Created with input from agencies including DDB Chicago, the ad reinforces how Skittles, part of Mars, continues to evolve its Big Game presence. Visually bold and sound off friendly, Skittles once again shows that weird, when done right, travels far beyond game day.
“Love at First Bite” Pringles | Super Bowl Ad
In the Superbowl Video Ad “Pringleleo“, Pringles knocks it out of the park with one of the smartest, most culturally-relevant snack commercials of the year. With Sabrina Carpenter, pop superstar and global teen sweetheart, at the helm the ad brings the absurdity when it playfully rips apart the modern dating scene, turning that perfect partner into a literal stack of crisps, its a bold move, no wonder its so catchy. The spot’s got a cinematic feel to it, a bit old-school romance mixed in with loads of Gen Z humor – its a beauty to watch. Pringles here dares to be a bit silly, all while keeping true to that iconic brand we all know and love. BBDO New York have done a top job & the commercial seamlessly balances the right mix of celebrity appeal, visual storytelling and good old fashioned wit. Pringles prove that you can really make your mark on that Superbowl stage with bold creativity & a dash of snackable storytelling.
“Eat the GOAT” Frank’s RedHot | Super Bowl Ad
Frank’s RedHot made a big splash at the Super Bowl with “Eat the GOAT” – a 45 second ad that really cranked up the energy and leaned into culture & flavour in equal measure. Fronted by Ludacris, this high octane video spot had cameos from Chingy , Shawnna , I-20 & DJ Infamous and just goes ahead and steals the show with a rapping goat ;-) . Set to Ludacris’ own Number One Spot, the ad makes Frank’s RedHot out to be the must have game day essential transforming wings, fries & party grub into the stuff legends are made of. Working with Colle McVoy to bring this to life, Frank’s RedHot gave the heat a miss & instead went all out on celebrating flavour, nostalgia and the good times shared with friends, and in doing so reinforced why Frank’s RedHot has remained an absolute staple in people’s lives .
“CHAZMO” Totinos Pizza Rolls | Super Bowl Ad
Totinos Pizza Roll have only released a Teaser, the full Video Ad will be released on Super Bowl Sunday during the Big Game on 8-Feb-2026.
Alcohol Ads for Super Bowl LX
“Shake your Bots Off” – Svedka Vodka | Super Bowl Ad
Svedka Vodka produced a jaw-dropping 30-second ad “Shake Your Bots Off“. Conceived with a whole lot of creativity from LERMA/ and Silverside AI on board, the ad brings back the instantly recognisable SVEDKA Fembot and her trusty BroBot sidekick in a shiny, retro-futuristic world where everything revolves around movement, music and clinking glasses. And it’s all set against the backdrop of Super Freak by the one and only Rick James, and you can bet it’s going to get stuck in your head . The ad has got its finger on the pulse of modern-day tech burnout, encouraging people to put down their phones and get back to real life where the energy’s actually palpable. By slapping on that playful ‘Vodka of the Future’ vibe, while also keeping its finger firmly on the cultural pulse, Svedka Vodka proves it’s more than just a mere vodka brand – its got real personality. The whole campaign is a rather fetching mix of retro-nostalgia, some seriously cool AI visuals, good old-fashioned humour and a healthy dose of dance-led storytelling to make you smile.
“Keg” Bud Light | Super Bowl Ad
Bud Light is back in the Super Bowl spotlight with a 60 second video ad called “Keg“. And this one’s all about having a laugh, causing chaos and poking fun at the way people really behave when beer is involved. The ad takes place at a fancy wedding that starts to fall apart pretty quickly and you’ve got Peyton Manning, Post Malone, and Shane Gillis in it, trying to herd a runaway keg in a wild stampede to save the day. This complete mismatch between high drama and just how silly it all is, that’s classic Bud Light all over again, showing they really get what happens when the beer is flowing. “Keg” was put together with the help of creative agency Anomaly NY, and it really drives home Bud Light’s mission to make beer fun, by turning any moment into a party.
“American Icons” Budweiser | Super Bowl Ad
Budweiser’s Super Bowl LX video ad “American Icons” is a masterclass in heritage storytelling, celebrating the brand’s 150 year legacy with cinematic confidence. The spot centers on Budweiser’s iconic Clydesdales and a young bald eagle named Lincoln, using their shared journey as a metaphor for growth, resilience, and national pride. Set to the emotional opening of Free Bird by Lynyrd Skynyrd, the film unfolds with quiet restraint, letting visuals do the heavy lifting. Created with subtle craft by BBDO New York, Budweiser avoids gimmicks in favor of timeless symbolism. The result is a Budweiser ad that feels earned, emotional, and unmistakably Budweiser.
“The ULTRA Instructor” Michelob ULTRA | Super Bowl Ad
Michelob ULTRA returns to the Super Bowl spotlight with “The ULTRA Instructor”, a cinematic 60 second video ad that blends humour, nostalgia and competitive spirit. Starring Kurt Russell as a no nonsense ski mentor alongside Lewis Pullman, with appearances from Chloe Kim and T.J. Oshie, the spot turns a familiar social moment into an epic redemption story. Set on snow covered slopes and driven by Eye of the Tiger, Michelob ULTRA leans into active competition rather than passive partying. Crafted with the polish you would expect from Wieden + Kennedy New York, the ad reinforces Michelob ULTRA’s positioning at the intersection of sport, culture and social connection, making Michelob ULTRA feel earned, not just enjoyed.
Beverage Ads for Super Bowl LX
“The Choice” Pepsi | Super Bowl Ad
The Pepsi Super Bowl Ad for “The Choice” really came at us swinging as one of the very first beverage ads released for the big game. It set the bar high for confidence and a clear direction right out of the gate. By taking a well-known cultural icon (a Polar Bear) and using it to call out long-held assumptions about brand loyalty and taste, the campaign was bold enough to “Poke the Bear” and really get people talking.
Directed by Taika Waititi, this Pepsi Ad ditched the need for over the top spectacle and instead used a simple blind taste test to turn into a moment of self realisation. By going head to head with the competition that early on, Pepsi was sending a pretty clear message – that it’s the one leading the pack rather than playing catch up. The end result is a pretty culturally relevant film that turns a competitive jab into a statement about what’s real, what we want to choose for ourselves & the enduring power of good taste.
“The Big Hill” OIKOS | Super Bowl Ad
Oikos delivers a confident, culture-shaping Super Bowl moment with “The Big Hill”, a 30-second video ad that blends humor, strength, and unmistakable brand purpose. Set on a steep San Francisco street, the spot stars Kathryn Hahn alongside NFL powerhouse Derrick Henry, flipping expectations as Hahn uses Oikos Protein to literally push a cable car uphill. The physical comedy lands instantly, while bold protein messaging keeps Oikos front and center. Developed with subtle polish by BBDO Chicago, the ad reinforces Oikos as a performance-driven brand, not just a yogurt. Oikos positions protein as power, resilience, and everyday heroism, proving once again that Oikos knows how to own the Super Bowl stage.
“Vibes” Poppi | Super Bowl Ad
“Make It poppi” is a standout Super Bowl LX video ad that positions poppi as more than a modern soda, it becomes a cultural mood. The spot opens in a quiet college lecture hall before the familiar pop of a can triggers a full visual and emotional transformation. The professor morphs into Charli xcx, joined by Rachel Sennott, as the classroom erupts into neon lighting, music, and movement. Poppi cleverly uses sound, contrast, and celebrity energy to turn everyday boredom into a high energy escape. Subtly crafted by creative agency MIRIMAR, the ad feels native to Gen Z culture while still commanding the Super Bowl stage. Poppi proves that one pop can change everything.
“Take a Look” Liquid I.V. | Super Bowl Ad
“Take A Look” is Liquid I.V.’s bold Super Bowl debut that turns hydration into an unforgettable cultural moment. Opening in a bathroom with K Pop Demon Hunters star Ejae delivering an emotional rendition of Phil Collins’ Against All Odds, the Liquid I.V. spot leans into an insight everyone recognizes but rarely discusses. What begins as an intimate moment escalates into a chorus of singing toilets, transforming everyday fixtures into a surprisingly powerful health signal. Crafted with a confident creative sensibility, and subtly shaped by agency Anomaly, the ad positions Liquid I.V. as both playful and purposeful. By grounding wellness in reality, Liquid I.V. proves hydration marketing can be smart, funny and impossible to ignore.
Liquid Death | Super Bowl Ad
“Exploding Heads” is a classic Liquid Death Super Bowl video ad that proves shock, humor, and simplicity can still cut through on the biggest stage. Featuring real-life surgeon Dr. Darshan Shah, the spot opens like a public service announcement before spiraling into absurd visuals of exploding watermelon heads. Liquid Death uses deadpan delivery and deliberately low-budget props to parody the extreme claims of traditional energy drinks, positioning its zero-sugar, 100mg caffeine product as the safer alternative. By trusting comedy over celebrity cameos, Liquid Death delivers one of the most memorable Big Game moments.
“Good Will Dunkin’” – Dunkin | Super Bowl Ad
“Good Will Dunkin’” is a Super Bowl video ad that perfectly captures why Dunkin’ continues to stand out in food advertising. Built as a parody of a lost 1990s sitcom, the spot reunites Ben Affleck before escalating with appearances from Jennifer Aniston, Tom Brady, Jaleel White, Jason Alexander and Joey Lawrence. Dunkin’ leans fully into self aware humor, Boston pride and cultural nostalgia, transforming a familiar brand relationship into entertainment viewers actively enjoy. Subtly crafted by Artists Equity, the ad balances star power with sharp storytelling, ensuring Dunkin’ remains the hero. It is a confident, laugh out loud reminder that America truly runs on Dunkin’.
Kitchen Appliance Super Bowl LX Ads
“The More you Bosch” Bosch USA | Super Bowl Ad
“The More You Bosch” is a Superbowl video ad that really owns it. This is a confident, down-to-earth personality driven spot that shows Bosch taking everyday moments and turning them into something special. Starring Guy Fieri, this ad opens with him basically being a normal joe – you know, just a regular guy – but every time he interacts with one of Bosch’s appliances or power tools, WHAM! We get that unmistakable Guy Fieri high-octane energy. Keep repeating that “guy” thing throughout the script though, it highlights just how far a normal guy can go when he gets the right tools, and that’s the whole point. Then to top it off, the final scene takes this to the next level with Guy’s adorable French bulldog Cash getting in on the action, adding just the right amount of cuteness without losing sight of the message. All in all it was created by the brilliant team at Droga5 and what they’ve done is find a way to tie Bosch’s whole range of appliances and tools into a single idea. We’re talking one promise, one vibe, and it’s a game changer.
Brands That Created Ad Campaigns Around the Big Game
We’re sharing these here as part of our Super Bowl Ad Wrap Up because they show how the Big Game has gone beyond the actual broadcast itself. With 30 second airtime now costing between $8-10 million, many brands are choosing to participate in the cultural moment without buying in game media, instead creating campaigns for social, streaming or Connected TV. These still tap into the scale, conversation and audience attention of the Super Bowl but approach it from a different media and budget perspective.
“Beef 101 with 50 Cent” DoorDash | Super Bowl Ad
“The Big Beef” is a sassy, culture-on-point video ad from DoorDash that puts a big dent in the idea that Super Bowl impact only comes from TV commercials. Not an official Super Bowl advertiser, but DoorDash still manages to make itself part of the conversation with a super social first campaign that’s all about grabbing your attention in your social feeds. Starring 50 Cent, who’s perfect for the role because of his long-time rep as the “King of Trolls”, the ad leans in with a load of visual jokes and some seriously on-point cultural references to riff on the whole idea of “beef” both the online kind, and a cold cut. DoorDash is positioning itself as a brand that’s in-the-know, confident, aware, and right on top of how people are really experiencing the Super Bowl these days, and that’s exactly why it’s one of the places attention lives.
Why the Super Bowl still matters for Food, Beverage, Alcohol & Kitchen Brands
The Super Bowl is uniquely aligned with Food, Beverage and Alcohol consumption. It’s one time of year when people everywhere are simultaneously glued to the telly, munching on some grub, cracking open a cold one & catching up with friends and family.
For food and drink brands, its not just about reaching a massive audience. Its about being present at a time when people are already thinking about what they want to eat and drink. Your average Superbowl party menu looks like a pretty standard list of snacks, soft drinks & beer, with maybe a Quick Service Restaurant or two thrown in for good measure and that’s exactly what the ad landscape looks like too.
Superbowl Advertising lets food & drink brands reinforce what their brand is all about on a massive scale. A lot of these campaigns make you laugh, tap into some nostalgia, or tap into shared rituals & traditions – and that’s how they manage to get themselves rooted in the national conversation, rather than just relying on a list of product features.
But its not just about game day – these adverts get repurposed across loads of different platforms after the game, from Connected TV to Social Media to Retail Media & Online Video. And that gives food & drink brands a way to build on that initial awareness they get from the Superbowl, extending that reach for weeks or even months.
