OMG Becky, Look at this Case Study!

When Chex Mix brought back one of the most-requested pieces, the beloved Bagel Chip, we needed a cultural moment big enough to match its comeback. So we teamed up with Sir Mix-A-Lot to remix his iconic anthem, “Baby Got Back” into “Bagel is Back”, a tongue-in-cheek homage to the return of the bagel chip and the snackers who had been asking for it for years.

The campaign tapped into nostalgia, music, and internet fandom, positioning Chex Mix as the brand that listens and has fun doing it.

Campaign
Bagel is Back

Brand
Chex Mix

Year
2024

Chex Mix | Bagel is Back

Music Video

Case Study

The Details

  • Tell Gen X and Melinneal Moms that the Bagel Chip is BACK in the bag of Chex Mix

  • Tap into our target’s love of 90’s nostalgia by having Sir Mix-A-Lot remix his biggest hit single. Through a collab video with the icon himself, we turned “Baby Got Back” into “Bagel Is Back.”

  • Earned Media

    Social Engagement

    Sales

  • 30% lift in turns at Walmart

    300M earned media impressions

    12M social impressions

    90K engagements, a brand mention spike of 1000+%

    +8pts lift in brand favorability

    +6pts lift in ad recall

  • Led Creative vision and strategy to remake the iconic music video

    Directed cross-agency partners through concepting, production, and launch

    Oversaw development of the music video and social-first adaptations

    Drove PR, social, and earned-media strategy to spark cultural conversation

    Ensured alignment across cross-functional teams

Awards & Recognition

A cartoon illustration of a dog dressed as a superhero with a cape, flying in the sky with a cityscape background.
Black and white illustration of a screw, showing its threads and head, with labeled parts 'thread,' 'shank,' 'head,' and 'groove'.

Honoree for Integrated Campaign

Logo of the Shorty Awards featuring a stylized whale tail above the text 'Shorty Awards'

Winner for Rebrand Campaign

Finalist for TikTok Partnership

Silver Honor for TikTok

Winner: Best in Social

AdFed logo in black text with a pushpin icon integrated into the letter 'd'.
Logo of The Telly Awards with black text on a white background

Winner: Silver - Best Online Commercial, General Food & Bev

Winner: Silver - Best Online Commercial, Use of Music

Partners

Colorful abstract geometric design with purple, blue, and pink shades.
Edelman logo with a geometric triangle design and the company name in black text.
Album cover for Sir MixaLot's 'Baby Got Back' featuring a man in a leather jacket and hat standing on an orange hill against a blue sky with clouds.
A cat with an old-fashioned television set as its head showing a test pattern with colored and black-and-white bars and a smiling face.
Text reading 'The Social Lights' on a teal background.

Cr8tive Row

Daps, Director

Logo for the Oklahoma City General Mills with a red heart above the letter 'G'.

  • "Amazing marketing!!!! Totally going to the store right now.”

  • "10/10. No Notes"

  • “The campaign taps into years of fan demand, blending humor, nostalgia, and cultural relevance to reintroduce the iconic bagel chip.”

    —ADWEEK

  • “By listening directly to consumers, Chex Mix turned a long-running internet obsession into a full-scale cultural moment.”

    —Shorty Award Jury Commentary