Club Crackers: A Club Is All You Need 

 

The brand needed to reach women in their 30s and 40s  and do it in a way that feels authentic, not forced. As someone who has seen plenty of cringey attempts by brands to “get” women, I made it our mission not to do the same. The insight was in the brand name. For women like us a “club” isn’t about getting dressed up or bottle service. It’s about having a no judgment space to say all the things you’d only say to your closest friends the ones who feel like home. That’s what we needed to do, become part of her club. 

 

Issue: Crackers are a girls’ night staple, but when women reach for a box, they instinctively grab the Ritz they grew up with.

Insight: As women get older, their “club” gets smaller so the  idea of “a club” has evolved  and so should the cracker that belongs at its center.

Idea: A Club Is All You Need. We turned “Club” from just a cracker name into a symbol of connection
Impact: The campaign redefined Club Crackers’ brand positioning, from forgotten pantry item to the cracker for modern, stay-in culture. By tapping into the emotional truth of female friendship and reframing what “club” means

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