Snickers is stepping into the squared circle in a significant way yet again by renewing its partnership with the WWE by serving as the presenting partner of WrestleMania 33 in April.

The premiere wrestling promotion and candy brand are collaborating for a television ad, a complete YouTube takeover, retail promotions as well as custom digital and social content—including a Snapchat live story—for Snickers’ slapstick campaign “You’re Not You When You’re Hungry.”

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“It’s a natural as we’re both iconic brands. Not only does WWE draw millions of loyal fans from around the world, but their larger-than-life personalities are a natural fit for our campaign, which illustrates the humorous side effects caused by hunger symptoms,” Allison Miazga-Bedrick, senior brand director for Mars, the parent company for Snickers, told [a]listdaily. “WWE also provides several new ways to reach our target audience, including live programming watched by millions, leveraging WWE talent as spokespeople, and a strong, active social following.”

Snickers was a sponsor for WrestleMania 32 earlier this year, the highest-grossing, most-watched and most-social event in WWE history, totaling $17.3 million and reaching 1.8 million homes. Snickers snacked on 1.5 billion impressions for the brand across WWE’s and NBCUniversal’s global platforms, according to the WWE, further proving that the fervent fan base was eating everything that the two titans were dishing out. They even announced their partnership on TV before a match.

“While we don’t share sales data, I can attest to the success of last year’s partnership for generating significant engagement on-site and in social among WWE’s strong and active fan base as well as media coverage,” Miazga-Bedrick said.

As for the week-long celebration in Orlando next April, the digital and social media strategy will consist of pegging several popular WWE stars to post campaign content on their accounts leading up to “the greatest spectacle in sports entertainment.” The partnership includes promotional activity at WrestleMania Axxess—WWE’s four-day, interactive fan festival—as well as custom social content including live Snapchat story leading up to the event.

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Miazga-Bedrick said they will work with the WWE to produce two new pieces of custom creative. “We’re excited to leverage WWE’s YouTube channel with a complete brand takeover the day of WrestleMania 33. Additionally, to excite fans attending WWE events about the Snickers partnership, there will be concourse activation and sampling at up to five Raw and SmackDown events. We’re still planning the YouTube takeover, and this year’s partnership will include the production of custom creative featuring WWE Superstars within our ‘You’re Not You When You’re Hungry’ campaign framework.”

As TV viewership continues to decline, it’s critical for big brands to focus their spend on digital channels instead, so Snickers is staying ahead of the curve by serving content on WWE’s YouTube channel, the No. 1 sports channel on the platform.

WWE also has a very loyal and engaged following of over 750 million on social, and even gave fans exclusive content on Facebook for their flagship event of the year.

Snickers has created some fun branded content with the promos wrestlers run during programming in the past, and they are always willing to take risks for the sake of comedy—as evidenced by a Super Bowl spot of Betty White getting decapitated in a backyard football game.

“It’s important for us to reach our target audience wherever they consume media—whether on digital channels or live events,” Miazga-Bedrick said. “Not only does WWE provide tremendous reach on their owned digital channels, but WrestleMania is one of the most watched live events of the year, delivering the best of both worlds—traditional TV viewership and digital reach.”

Follow Manouk Akopyan on Twitter @Manouk_Akopyan