Frito-Lay: Cracker Jill

Cracker Jack, a snack brand, introduced Cracker Jill and rewrote America's legendary baseball anthem to connect with a new generation and champion the strides being made by women in sports.

Background

The 125-year-old brand Cracker Jack is one of America's most iconic snacks and storied brands in American baseball. Even the snack's name is embedded in baseball's historic anthem, "Take Me Out to the Ball Game" (with the lyrics: "And buy me some peanuts and Cracker Jack…"). In fact, the ballad is still sung before the 7th inning at every Major League Baseball game today.

But a lot has changed since the 19thcentury. Despite Cracker Jack's sale in concession stands through the decades and baseball's traditions, a new generation of American families and children...

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