the C-store pegged section is like the wild west—rowdy and untamed; very lucrative, but with no sense of order or clear benefit. Frito–Lay came to us with the desire to create a brand to “own” this cluttered aisle and provide the C-store shopper a benefit and purpose beyond taste.
we developed a delicious “fuel solution” that leverages the taste equities of a nostalgic brand and kicks them up a notch – snacks with impact! equipped with a powerful visual language, brand mark and architecture that clearly articulates each pillar and consumer benefit, Cracker Jack’D was built to stand out in the loud and crowded peg aisle, creating a destination unto itself.
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