Snack brand Chex Mix has collaborated with Sir Mix-A-Lot on a track that plays on the rapper's most famous song.
The lyrics from “Baby Got Back” were updated to highlight bagel chips, as General Mills brings them back into its original Chex Mix.
“I likes my snacks and I cannot lie/but guess one thing I despise/is a bag of snacks with that basic taste and it seems like such a waste,” Sir Mix-A-Lot says in a new video that riffs on his 1992 hit.
Bagel chips are returning to original recipe Chex Mix, joining corn and wheat Chex, pretzels, rye chips and mini breadsticks, after the General Mills brand removed them from all varieties in 2009.
“Chex Mix fans have been calling for the return of the bagel chip for years and we knew when the time came that we needed to bring it back in a big way,” said Stephanie Lensing, brand experience manager for Chex Mix, in a statement.
Last May, Sir Mix-A-Lot teased the collaboration in a YouTube short. Seemingly surprised by the lack of bagel chips in his Chex Mix bag, the rapper called on the brand to bring bagel chips back to the product.
The “Bagel is Back” campaign was developed and executed by Mindshare’s creative content unit, Content+, with support from Edelman and The Social Lights. The campaign runs across paid, earned and owned channels including TV and social. DAPS directed the video, which also features nostalgia enthusiast and influencer Chrissy Allen.
“You can’t name a better duo than Chex Mix and Sir Mix-A-Lot. But something was missing, we needed another hit in the membership, and knew we had to bring back the bagel chip—with a remix,” said Sir Mix-A-Lot in a statement. “Chex Mix has always been a go-to snack for me, so I'm excited to collaborate on a remix to celebrate the return of this iconic piece.”
It wasn’t exactly clear why bagel chips were cut from Chex Mix 14 years ago. General Mills continually evaluates “the items in our mix, using various criteria to ensure we are meeting the needs of our customers and our business priorities,” Edelman shared in a statement. “This led to us removing the bagel chip at the time but are excited to bring back the fan-favorite item.”
