Reese’s Puffs is bringing back one of its most beloved cereal anthems with some serious after-hours energy. Launched June 25, the brand’s new campaign from The Martin Agency revives its iconic 2009 “Eat ’Em Up” rap, blending early-2000s nostalgia with the unmistakable sound of multi-platinum artist GloRilla.
The original track has recently found new life on TikTok, where fans have turned it into a wave of user-generated content, proving the jingle still has plenty of crunch.
At the center of the campaign is a new late-night remix track and music video featuring GloRilla, who gives the fan-favorite anthem a full “Glo-Up.” The remix leans into the sensory appeal of Reese’s Puffs, pairing the cereal’s peanut butter-and-chocolatey crunch with electrifying beats and GloRilla’s signature confidence.
To help ground the campaign in contemporary music culture, Reese’s Puffs and GloRilla teamed with Lyrical Lemonade, the multimedia company known for shaping artist collaborations into highly shareable visual moments. Directed by Ari Mairena-Dannon, also known as AMD, the video transforms “Eat ’Em Up” from nostalgic cereal rap into a modern music drop. Watch below:
The creative brings together playful indulgence, late-night snack energy, and the kind of visual swagger fans expect from a Lyrical Lemonade collaboration. For Reese’s Puffs, it is a smart way to connect a beloved brand asset with a new generation of listeners while rewarding longtime fans who remember the original.
The campaign also includes a limited-edition Reese’s Puffs x GloRilla cereal box, available online at ReesesPuffs.com beginning at 1 p.m. ET on June 29 for $19.99, while supplies last. The collectible box features custom design details inspired by the collaboration, giving cereal lovers a way to pair the remix with an actual bowl of Reese’s Puffs.
The effort continues a growing trend of brands treating nostalgia not as a throwback stunt, but as a living piece of culture that can be remixed, reintroduced and made relevant again. In this case, Reese’s Puffs is not just replaying a familiar song. It is handing the mic to GloRilla and letting the anthem hit a new rhythm.
With the original “Eat ’Em Up” already enjoying a second life online, the new remix gives Reese’s Puffs a campaign built for both memory and momentum.
CREDITS:
BRAND: General Mills, Reese’s Puffs
- Megan Brooks: Business Unit Director, Family Favorites, Cereal NAR, Big G Cereal
- Kate Erickson: Business Unit Director, Canada
- Sarah Grossmann: Senior Brand Manager, Cereal Family Favorites BU
- Sarah Eagen: Associate Brand Manager, Brand, Big G, Family Favorites/Kid Established
- Janessa Gould: Senior Commercial Associate, Brand, Big G, CTC & Monsters
- Brandon Tyrrell: OU MP&A Lead, Big G, S&G, MP&A, Media & Incentives
- Carolyn Speca: Big G MP&A Specialist, Family & Other
- Shannan Cranbrook: OU Media Lead, Big G S&G, MP&A, Media & Incentives
- Melissa Wildermuth: Director, Creative Partnerships & Licensing
- Lisa Poerio-Shimek: Senior Manager, Creative & Design Strategist, Big G
- Mindy Murray: Director, Influencer & Content Planning
- Ashley Berset: Associate Manager, Big G OU Influencer & Content, Kid & Family
- Bethany Swartz: Senior Manager, FFBU I&A Business Partner
- Mike Churchill: Executive Producer, Snacks
- Kyla Rabb: Associate Manager, Entertainment
- Andrea Williamson: Senior Manager, Corporate Communications
- Lauren Innes: Senior Associate, Corporate Communications
- Lisa Balzo: Senior Manager, Entertainment, Big G
- Nate Meyers: Senior Associate Brand Manager, Big G LTO
- Michelle Paquette: Snacks MP&A Specialist, Fruit & Salty
- Lindsey Baumbach: Associate Manager, Food P&L
- Kristin Roth: Manager, Partnerships & Licensing, Food
AGENCY: MARTIN*
- Danny Robinson: Chief Executive Officer
- Jerry Hoak: Chief Creative Officer
- Anne Marie Hite: Group Creative Director
- Sophie Marsden: Senior Art Director
- Jacob Knight-Thomas: Senior Copywriter
- Rique Santiago: Head of Design
- Kelly Na: Design Director
- Kirk Luo: Group Planning Director
- Kaely Egan: Strategic Planning Director
- Michael Bonavita: Senior Communications Strategist
- Jake Rosenblatt: Influencer Partnerships Director, Cultural Impact Lab
- Kenia Najera: CIL Comms Manager
- Walker Teele: EVP, Account Leadership
- Chuka Schneider: Group Account Director
- Sophie Wolf: Account Director
- Corinne Barrow: Account Supervisor
- Heather Haynes: Account Executive
- Angela Hopgood: Project Manager
- Heather Hartman: Group Project Manager
- Ann Parker: Executive Producer
- Nicole Lederman: Executive Producer
- Arielle Blais: Senior Content Producer
- Annie Norman: Producer
- Sara Levi: Senior Art Producer
- Suzanne Weiringo: Associate Director, Business Affairs
- Kelly Clow: Associate Director, Financial Affairs
- Nancy Foltz: Proofreading Manager
- Josh Poteat: Proofreading
PRODUCT: Lyrical Lemonade
- Krista Worby: Executive Producer
- AMD Visuals: Director
- Franklin Ricart: Director of Photography
- Cole Bennett: Creative Director
EDIT/VFX: Church Edit
- Emilie Aubry: Editor
- Tara O’Sullivan: Assistant Editor
- Molly Brunk: Producer
COLOR: Company 3
- Tim Masick: Color Artist
AUDIO/MUSIC/SOUND: Tiny Lion
VFX: Shepherd VFX
MEDIA AGENCY: UM
PR: Edelman
- Katie Stemler: Senior Vice President
- Erin Delahanty: Executive Vice President, Earned Media
- Kendall Falk: Vice President
- Mariah Montenegro: Vice President, Earned Media
- Lisette Rodriguez: Account Supervisor
- Kara Roberts: Senior Account Executive
- Fiona O’Donnell: Assistant Account Executive
ADDITIONAL PARTNERS: The Social Lights
- Cadence Cornelius: Group Content Director
- Annie Mullins: Group Strategy Director
- Libby Swansson: Group Account Director
- Jen Novak: Associate Account Director
- Chelsey Werth: Associate Creative Director
- Kyree Shockley: Senior Social Strategist
- Tamar Patterson: Social Content Creator
- Evan Jones: Social Content Producer
- Lea Steele: Project Manager
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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