Hellmann's Mayonnaise will return to the Super Bowl for a sixth consecutive year with a 30-second ad, according to a press release. The spot will again be handled by agency VML and follows other moves by the brand this year meant to tap into football culture, including its “House of Hellmann’s” fashion collection released with New York Giants linebacker Kayvon Thibodeaux. 

Hellmann’s advertised in the 2025 game with a 30-second spot that paid homage to the 1980s rom-com “When Harry Met Sally.”

CoStar Group’s Homes.com will again advertise in the Super Bowl, Adweek confirmed. The brand advertised in the 2025 game with two national 30-second spots starring actors Dan Levy and Heidi Gardner.

Mondelēz International cracker brand Ritz will return to the Super Bowl with a 30-second ad that will air in the third quarter, per details shared with Marketing Dive. The move represents the third consecutive year that a Mondelēz-owned snack brand will appear in the big game.

This year’s ad, which marks the second consecutive year Ritz will advertise during the game, will feature a refreshed creative direction. The spot is being handled by The Martin Agency, directed by Dan Opsal and produced by Hungry Man and Publicis Production. Along with its ad, Ritz also announced its first football-shaped cracker.

Ritz advertised in the 2025 Super Bowl with a 30-second spot, also from The Martin Agency, that introduced the “Ritz Salty Club,” an exclusive lounge for people with salty personalities. The ad featured actors Michael Shannon and Aubrey Plaza and musician Bad Bunny.

Manscaped will advertise in the Super Bowl for the first time in a move that represents its largest national marketing effort to date, a spokesperson confirmed to Marketing Dive. The men’s grooming brand has enlisted agency Quality Meats to create the spot following a creative review.

Ferrara-owned Nerds will return to the Super Bowl for a third consecutive year, a spokesperson confirmed to Marketing Dive. The effort follows its 2025 ad, which featured music artist Shaboozey, and its inaugural 2024 ad starring influencer Addison Rae.

Global healthcare company Novartis will advertise in the Super Bowl for a second consecutive year with an ad handled by Publicis Groupe’s Fallon, Ad Age confirmed. The company made its debut in the 2025 game with an ad starring actress and breast cancer survivor Wanda Sykes alongside actress Hailee Steinfeld.

Food ordering and delivery platform Grubhub will make its Super Bowl debut, a spokesperson confirmed to Marketing Dive. The move follows its acquisition by Wonder, a virtual food hall company, and is part of its efforts to reclaim its position as a leading authority in food delivery, according to release details.

"Twenty years ago, we connected diners to their favorite local eats, and now we're entering a new era,” said Grubhub Vice President and Head of Brand Marnie Kain. “Our first-ever national Big Game spot is the most definitive signal of our renewed investment in the Grubhub brand and a massive brand refocus for the category we helped build.”