In 1918, Mascots Sailor Jack and Bingo were introduced to the Cracker Jack brand. Bingo was based on a real-life dog named Russell, a stray adopted in 1917 by Henry Eckstein, the man who invented the special boxes that the snack came in. Eckstein insisted the dog’s image be included on the packaging, and thus Sailor Jack’s trusty companion, Bingo, was born.
Enriched with a historical connection to dog adoption, Cracker Jack aimed to revitalize and honor this legacy by enhancing awareness and support for Adopt-A-Shelter-Dog Month in October 2023. This campaign was designed to leverage the emotional and cultural ties between Cracker Jack, baseball, and pet adoption, symbolized through the iconic mascot, Bingo. The primary objective was to drive substantial engagement through a multi-channel marketing approach, culminating in a special event with Major League Baseball's Anaheim Angels. Additionally, Cracker Jack aimed to achieve a measurable increase in dog adoptions through strategic partnerships with the ASPCA and targeted social media initiatives, ultimately fostering a deeper community connection and promoting animal welfare on a national scale. The company set out to deliver impactful results by not only increasing adoption rates but also by generating significant media impressions and elevating the brand's social engagement metrics beyond the existing average.
Cracker Jack's campaign strategy was meticulously crafted to weave together the brand's historical ties to dog adoption with a modern, culturally resonant marketing approach.
- Historical Integration and Emotional Appeal: Utilizing the historical significance of Bingo, Cracker Jack's beloved dog mascot, was a strategic move to evoke nostalgia and emotional engagement. This connection to the brand’s past not only celebrated its heritage but also resonated with long-time fans and attracted new ones who value corporate history and authenticity. This emotional tie enhanced the campaign's appeal, making it more memorable and impactful.
- Celebrity and Pet Storytelling: Pairing Anaheim Angels players like Logan O’Hoppe, Micky Moniak, and Zach Net with adoptable dogs was a strategic decision to leverage their public appeal and the emotional draw of adoptable dogs. This pairing created relatable and heartwarming stories that effectively engaged fans, humanizing the campaign and enhancing its shareability on social media.
- Content Strategy: High-quality content was central to the strategy. A professional photoshoot at the Angels' stadium provided visually appealing material that was used across various media platforms. The content was strategically released to build momentum throughout the month, featuring prominently on social media, in-stadium screens during games, and local radio broadcasts. This multi-channel content strategy was designed to maximize reach and engagement.
- Community Engagement and Support: The campaign was designed to maximize interaction through social media channels, highlighted by a launch video that achieved unprecedented impressions. Tailored content aimed at engaging the community encouraged active participation and sharing, significantly boosting the campaign's visibility.
- Financial Contribution and Long-term Commitment: Cracker Jack's $50,000 donation to the ASPCA demonstrated a genuine commitment to animal welfare, beyond mere promotional activity. This substantial financial support helped to solidify the brand’s reputation as a socially responsible entity. Communicating this commitment as part of the campaign narrative reinforced Cracker Jack’s role as a caring brand, aligning it with the values of its consumers and strengthening consumer loyalty.
The execution of these strategies was carefully managed to ensure that all elements worked cohesively, creating a campaign that was not only effective in achieving immediate goals such as engagement and adoption rates but also successful in strengthening the brand’s emotional connection with its audience. This integrated approach made the campaign a poignant example of how historic brands can innovate within modern marketing frameworks to drive social change and brand growth.
This collaboration was the perfect culmination of the brand’s passion points, marking a significant milestone in Cracker Jack's legacy of supporting dog adoption:
- Adoption Impact: The campaign directly contributed to the adoption of all three featured dogs—Bertram, Bridget, and Paisley—within the month. Moreover, there was a remarkable 50% increase in dog adoptions across ASPCA locations in October, a testament to the effectiveness of the campaign in motivating the public to adopt.
- Engagement and Reach: Cracker Jack's launch video recorded the highest ever impressions across the brand’s social platforms. The overall campaign achieved an average engagement rate of 5.54%, surpassing the brand's previous average by 2.5 points. Specific content on Instagram notably achieved an engagement rate of 9.73%, nearly doubling the brand’s benchmark.
- Community and Brand Impact: Beyond the quantitative successes, the campaign strengthened Cracker Jack's position as a socially responsible brand committed to community welfare. The substantial public and media engagement also fostered a positive brand association, which is likely to influence consumer perceptions and loyalty in the long term.
The campaign not only achieved its immediate goals but also set a foundation for future initiatives, demonstrating the power of culturally resonant marketing strategies in driving social change and brand growth. Cracker Jack used its passion and platform to create content that not only sparked social growth, but also inspired people to make positive choices for themselves and the planet’s four-legged friends.
Video for Cracker Jack, In the Arms of the Angels
