Cracker Jack is pushing its Cracker Jill packaging promoting female athletes. To support the Women’s Sports Foundation (WSF), the snack food brand announced nine winners of the I Am Cracker Jill Award contest, each winning $5K. Additionally, the grand prize winner Lindsey Zurbrugg—a member of the USA Women’s Wheelchair Basketball National Team—will be featured on limited edition Cracker Jill packaging in stores and at stadiums next year. Soccer player Mallory Swansons will also introduce the winners of the contest in a commercial airing during the 2023 FIFA Women’s World Cup. YPulse research shows that the second thing Gen Z and Millennials would change about sports is increasing diversity / inclusivity / and equality, so this campaign is a good effort to improve female representation in sports. (Marketing Dive)
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