Rebuild Brand Equity Among
Cracker Jack is known for its toy surprise inside. But recent food safety changes meant the prizes had to change, leaving many consumers upset. So Cracker Jack asked us to develop a Facebook strategy to rebuild brand equity with its core audience.
Change the Social Conversation
While we couldn’t change the prize, we could change the conversation. After all, Cracker Jack is an American icon associated with all kinds of family occasions so there was plenty to talk about. We used Cracker Jack’s brand attributes to direct content creation and used the brand’s Surprise Inside as a way to present it.
A Surprise in Every Post
We surprised Facebook fans each week with Cracker Jack-themed fun facts, games, crafts, party themes, and product giveaways – all within their newsfeed. In addition, we supported Cracker Jack’s corporate partnerships with Major League Baseball and Macy’s. We also gave consumers new ways to incorporate Cracker Jack into simple family moments with easy-to-follow recipe videos, activity suggestions, and fun brand videos.