Snack brand buys Super Bowl ad

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Courtesy Kellogg Company

Viewers can expect to see an animated commercial promoting a snack brand’s “flavor stacking” during Super Bowl LIV.

Pringles — a brand of Battle Creek-based Kellogg Company — will air a 30-second ad during Fox’s broadcast of the 2020 Super Bowl. This will be the brand’s third year in a row presenting a Super Bowl ad.

New this year, the ad is in partnership with the Adult Swim network and its animated show “Rick and Morty” and will be designed as a “humorous, mind-bending” spot featuring the animated duo, according to Pringles.

To pay homage to the viral “Rick and Morty” episode “Pickle Rick” — in which mad scientist Rick Sanchez turns himself into a pickle to avoid family therapy — Pringles is launching a special edition collectable Pickle Rick flavor.

The new chip flavor will hit shelves coast to coast around the day of the big game on Feb. 2.

"We want to do something completely new for the brand … and are thrilled to be partnering with Adult Swim and ‘Rick and Morty,’ a show that continues to grow in popularity year after year and enjoys a cult fan following,” said Gareth Maguire, senior director of marketing, Pringles.

“We hope the new special edition Pickle Rick flavor will be a hit with the show’s fans.”

The 30-second spot has been created by Adult Swim in partnership with New York-based Grey Group and will air during the second quarter of the game.

The ad will be supported by a marketing campaign, including PR, digital, social media, e-commerce and product sampling.

“We’re very thoughtful about who we partner with around ‘Rick and Morty,’ and we couldn’t be more pleased with our new relationship with Pringles,” said Jill King, SVP of marketing and partnerships, Adult Swim.

“We’re extending this partnership in really exciting ways all year long. ‘Rick and Morty’ fans are going to be given amazing new opportunities to illustrate their love for this iconic show, thanks to Pringles.”

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