TitleCracker Jill
BriefBaseball has long been known as “America’s Favorite Pastime,” and the Cracker Jack snack brand has been intrinsically linked to the sport. For more than a century, fans in America’s ballparks have joined together for the seventh inning singalong to “Take Me Out to the Ballgame” and its lyrical reminder to “buy me some peanuts and Cracker Jack.” Frito-Lay sought ways to revitalize the 125-year-old brand with a new generation of families -- and we saw its baseball heritage as an opportunity to celebrate a changing America. The tremendous strides women were making in sports had become a movement, with stories of equality and achievement making headlines. Our PR campaign would literally change the face of a legendary brand, adding Cracker Jill to the roster and leveraging fan and media attention around Major League Baseball’s Opening Day to launch a new role model for girls along with new lyrics to baseball’s timeless anthem.
Campaign Cracker Jill
Advertiser Frito-Lay
Brand Cracker Jill

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Entrant Company K....um Subscribers Only

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