Pringles will return to the Super Bowl for a sixth consecutive year.

Kellogg Co.’s star snack brand is keeping a tight lid on details for now but hinted at a connection to this year’s “Stuck In” ad, which showed a saga of a man who got his arm stuck in a container of Pringles while reaching for a crisp at the bottom.

The Super Bowl is a major day for food brand marketing. Avocados From Mexico and Hellmann's Mayonnaise already announced plans to return to the Big Game.

Pringles' 30-second commercial will once again be led by Grey Group. Other agencies on the campaign include Starcom Mediavest Group, Weber Shandwick, Haygarth Group and CIEN+.

“Snacking fans across the country will continue to see how getting ‘stuck in’ with Pringles is truly something to celebrate,” the brand announced.

Pringles is Kellogg’s top snack brand, doing about $2.5 billion in annual sales globally, and growing by double digits this year, executives said in a recent earnings call. Its success is among the reasons Kellogg earlier this year announced plans to convert into a global snacking company and spin off its North American cereal and plant-based food divisions as separate units.

This year’s ad—inspired by a predicament facing 43% of Pringles fans, the brand said—followed several years of Super Bowl ads that played on “chip stacking,” or making combinations of the snack's variety of flavors. In 2021, the ad featured astronauts abandoned in a capsule while mission control and workers on a boat were too busy stacking Pringles chips to notice.