Frito-Lay has introduced a new addition to its roster - a version of the Cracker Jack snack called Cracker Jill “to support and celebrate women in sports.”
Cracker Jill will be available in special-edition bags at the start of baseball season in ballparks across the country for a $5 donation to the Women’s Sports Foundation.
“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,” said Tina Mahal, vice president, marketing at Frito-Lay North America.
“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.”
Cracker Jack said it is donating $200,000 to the Women’s Sports Foundation. Fans who donate $5 or more to the foundation online will receive a bag of Cracker Jill, while supplies last.
“Our Foundation is an ally, advocate and catalyst to help unlock the possibilities in every girl and woman through the power of sport,” said Danette Leighton, WSF CEO, in a news release.
“Representation matters - it encourages and inspires the next generation. It’s wonderful to see Cracker Jill come to life, emphasizing the power that representation can have by celebrating women who’ve broken barriers.”
Cracker Jack also reimagined the classic seventh-inning stretch song, “Take Me Out to the Ball Game.” The lyrics were updated and sung by artist, Normani.
The Cracker Jill images were created by artist and model Monica Ahanonu. Frito-Lay said she is “a trailblazer for Black artists.” The five Cracker Jill images, Frito-Lay said, “were inspired by the most represented ethnicities in the U.S., per data from the U.S. Census Bureau.”
Cracker Jill is not a guest appearance on the roster. Frito-Lay said “the intention is for Jill to continue to join Sailor Jack as a member of the team roster and part of the brand ethos.”