The brand enlisted the hip-hop legend to help spread the word by remixing his classic song “Baby Got Back,” into “Bagel Is Back.”

“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 seen below that refreshes his 1992 hit.

“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. “We’re thrilled to be partnering with mix master, Sir Mix-A-Lot, to not only bring back the bagel chip but to also drop a remix to his legendary song in its honor.”

According to AdAge, 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.