The 125-year-old Cracker Jack® brand is one of America’s most iconic snacks. Even its name is embedded in the song lyrics of one of Major League Baseball’s (MLB) most beloved traditions during the seventh inning stretch when everyone in the ballpark sings, “Take Me Out to the Ball Game.” Still, today’s generations of American families and children are largely unfamiliar with the brand’s storied legacy.
To connect with a new generation, Ketchum partnered with Frito-Lay North America to champion women in sports. Cracker Jack® introduced a new player to the brand’s roster: Cracker Jill®. The brand celebrated this inclusionary change with a major earned media campaign launched during MLB’s 2022 Opening Day. Through the partnership, Cracker Jack® teamed up with illustrator Monica Ahanonu to add five brand-new “Jill” designs to its packaging for products sold in MLB stadiums across the country. It also tapped recording artist Normani to re-imagine the iconic “Take Me Out to the Ball Game” song with lyrics about Cracker Jill®. Other campaign elements also included a custom mailer depicting Jill breaking the glass ceiling, influencer partnerships with two women athletes and a special Cracker Jill® product to benefit the Women’s Sports Foundation.
The campaign resulted in 1,127 earned media placements, a 12%-plus increase in purchase intent, 13%-plus increase in consumer favorability and secured top-tier coverage including “TODAY with Hoda & Jenna,” “Jimmy Kimmel Live!,” Sports Illustrated, GMA.com, People and more.
Katie Beaule [email protected]
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