Cracker Jill Joins Cracker Jack: Frito-Lay Builds On Baseball Snacking Traditiond

By Barry Janoff

April 5, 2022: In what it intends to be the start of what could be another 125-year tradition, PepsiCo division Frito-Lay North America today unveiled a reimagined version of Cracker Jack — Cracker Jill.

To coincide with the start of the 2022 MLB season, Frito-Lay now has Jack & Jill, releasing a series of five special-edition Cracker Jill bags, which will be available in ballparks nationwide.

The product itself — caramel-coated popcorn and peanuts — remains unchanged.

Cracker Jill will “celebrate the women who break down barriers in sports” via an alliance with the Women's Sports Foundation, a national non-profit that “conducts research and advocacy and supports community programming, to help girls and women across the country reach their potential in sport and life.”

Cracker Jill will also be available through a donation of $5 or more to the Women's Sports Foundation (while supplies last).

As part of the launch, Cracker Jack is donating $200,000 to the Women's Sports Foundation.

Cracker Jack dates back to 1896 and was acquired by Frito-Lay in 1997.

Cracker Jack's mascots Sailor Jack and his dog Bingo were introduced around 1916. Boxes included a toy prize (including baseball cards) until 2016 when on-package QR coding enabled consumers to download a baseball game.

Marketing support includes a multi-media effort starring singer Normani, who is featured in an intro spot, "Cracker Jill x Normani," singing a new version of the classic “Take Me Out To The Ball Game,” with the lyrics, “Buy me some peanuts and Cracker Jill.”

A dedicated Web site offers, “Sometimes all it takes to believe you can do something is to see someone who looks like you do it first.”

Frito-Lay said that while the collection of Cracker Jill packaging was created to coincide with the opening of the 2022 baseball season, “the intention is for Jill to continue to join Sailor Jack as a member of the team roster and part of the brand ethos.”

"We are constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their achievements while supporting the progress," Tina Mahal, vp-marketing at Frito-Lay North America said via the company.

"Cracker Jack has been part of sports for over a century, as records were made and rules changed. We've been so inspired by how girls and women are changing the face of the game, so in this spirit we introduce Cracker Jill to show girls that they're represented even in our most iconic snacks."

Frito-Lay said Cracker Jill was created by artist and model Monica Ahanonu, whose “colorful portrait illustrations resonated with the campaign goal of highlighting and celebrating women in sports through strong, determined and vibrant Jills.”

The diversity of the five Jills were “inspired by the most represented ethnicities in the U.S., per data from the U.S. Census Bureau,” according to Frito-Lay.

“As a young girl, I remember being inspired by athletes and artists who looked like me," Normani said via Frito-Lay. "They made me believe that I could also achieve greatness as I watched them break barriers for women.

“I’m proud to be part of a campaign entrenched in inclusivity and empowerment because it's vital for young girls to see themselves represented and join in on the celebration of the achievements made by the women before them."

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