Nabisco Holdings Corporation: Uneeda Biscuit Slicker Boy campaign

Daryl F. Mallett

Until the 1880s "crackers had been unbranded commodities that were typically sold loose in cracker barrels.

Nabisco Holdings Corporation: Uneeda Biscuit Slicker Boy campaign

Daryl F. Mallett

Overview

Until the 1880s "crackers had been unbranded commodities that were typically sold loose in cracker barrels. But Adolphus Green, who had created the National Biscuit Company through the acquisition of many small bakeries, decided to develop a distinctive, nationally branded product that would take advantage of the manufacturing and marketing strengths of his new company," according to author Richard Adler. That product was the Uneeda Biscuit, introduced in 1898. Packaged in elegant tins with waterproof linings and beautiful artwork, the biscuits were promoted with an advertising campaign developed...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands