Frito-Lay Introduces Cracker Jill To Support And Celebrate Women In Sports

After more than 125 years as one of sport’s most iconic snacks, Cracker Jack is adding a new face to its roster, with the introduction of Cracker Jill to celebrate the women who break down barriers in sports. Tapping into the brand’s rich history with America’s favorite pastime, Cracker Jill comes to life through five different representations on a series of special-edition bags, which will be available at the start of this year’s baseball season in professional ballparks across the country and through a donation of $5 or more to the Women’s Sports Foundation.

Empowering Communities

To extend its impact, Cracker Jack is donating $200,000 to the Women’s Sports Foundation (WSF), a national non-profit that conducts research and advocacy and supports community programming, to help girls and women across the country reach their potential in sport and life. To further support the Foundation’s work in gender equity, Cracker Jack is encouraging fans to donate to WSF via this LINK. As a thank you, Cracker Jack will send a Cracker Jill bag to fans who donate $5 or more, while supplies last.

Reimagining An American Classic

One of the most well-known ways Cracker Jack is woven into sports culture is through the seventh inning stretch, where the lyrics of “Take Me Out to the Ball Game” include “buy me some peanuts and Cracker Jack.” Tapping into this cultural cornerstone, the Cracker Jack brand partnered with award-winning artist Normani to reimagine this iconic song, updating the lyrics to include Cracker Jill™ and celebrate the tenacity and grit of women and girls in sports. Fans can listen to the song and watch the music video below.

The barrier-breaking spirit of Cracker Jill was brought to life by artist and model Monica Ahanonu, an expert in color theory and a trailblazer for Black artists. Her colorful portrait illustrations resonated with the campaign goal of highlighting and celebrating women in sports through strong, determined and vibrant Jills.

These unique depictions of Jill also celebrate the remarkable diversity throughout the country, as the five Jills were inspired by the most represented ethnicities in the U.S., per data from the U.S. Census Bureau.

To learn more about Cracker Jill and to donate to the Women’s Sports Foundation, fans can visit

Published by Larry Fire

I write an eclectic pop culture blog called THE FIRE WIRE that features articles about books, comics, music, movies, television, gadgets, posters, toys & more!

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