Pringles will return to the Super Bowl with its eighth consecutive ad—and this time the Kellanova brand is working with a new creative agency. Interpublic Group of Cos.’ FCB New York is handing the spot after winning the account from WPP’s Grey earlier this year.

Publicis Groupe’s Starcom handled the media buy for the 30-second ad, which is set to air at the end of the second quarter during the Feb. 9 game on Fox.

The spot will kick off “a brand-new creative direction will inspire fans to stash up on their favorite Pringles flavors,” according to Sarah Reinecke, Kellanova's U.S. VP of marketing for salty snacks.

“This one is really going to take the brand to new heights,” added Michael Aimette, FCB New York’s chief creative officer.

The brand and agency did not share creative details.

In past years, Pringles’ Super Bowl spots featured fans of the snack living their lives with their hands stuck in a Pringles tube. The brand shifted its approach last season, with a spot starring a prominently mustachioed Chris Pratt as “Mr. P”—the Pringles’ logo.

Pringles joins other food brands including Doritos, Häagen-Dazs, Ritz and Totino’s that have also announced Super Bowl 2025 ad buys.

Mars plans to acquire Kellanova, which also makes Pop-Tarts, Cheez-It, Rice Krispies Treats and NutriGrain, in the first half of next year in a $36 billion deal. Kellanova raised its full-year financial guidance in August and posted 5% net sales growth for the first nine months of the year, excluding factors such as currency fluctuations, in October.