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.


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...

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