Crumbl Cookies has produced its first national broadcast campaign in hopes of becoming a go-to game day dessert. The ad campaign features celebrity ring announcer Michael Buffer saying, “Let’s Get Ready to Crumbl”—a twist on his original line made famous.

“Game day is about bringing fans, teammates and opponents together — whether to watch or play. Our mission statement is about bringing friends and family together and we feel like sports is a natural space for us,” says chief executive officer and co-founder Jason McGowan. “The game day spread has been missing a sweet element, and we know Crumbl cookies are the perfect addition.”

Crumbl Cookies went viral on TikTok in 2021, gaining more than 2 million followers in just six weeks. Now the company has more than 5.8 million followers on the platform. The brand is taking its first steps into the broadcast world with a commercial series running on ESPN featuring Michael Buffer and comedic, relatable sporting moments—a project facilitated by Crumbl with the help of The Scratch Collective, a communications firm.

The commercial launched digitally on National Dessert Day, Friday, October 14. The first broadcast commercial will air on Saturday, November 5 on ABC.

“This partnership makes a lot of sense for me, as we were able to have fun with the ‘rumble’ and ’crumbl’ play on words,” says Michael Buffer. “I’ve always had a sweet tooth and I’m excited to add Crumbl to my game day spread and help spread the word about these delicious cookies with fans across the country.”