Super Bowl Surprise for Cracker Jacks

Goodby, Silverstein & Partners, San Francisco, will break its first TV work for Frito-Lay’s Cracker Jack brand during the Super Bowl broadcast this Sunday. The 30-second spot marks Cracker Jack’s Super Bowl debut, as well as the first TV advertising for the brand since Frito-Lay acquired it from Borden Foods Corp., Columbus, Ohio, in 1997. The work introduces Cracker Jack’s new 4 oz. and family size snack bags, and features a fictional super-sized Cracker Jack bag called the “Really Big Bag.” The bag of the caramel-coated popcorn and peanut snack is shown in various situations such as strapped to the roof of a car, or overpowering a fan at a ballgame. The spot wraps with the unveiling of the very big Cracker Jack surprise inside the “Really Big Bag”: a Shetland Pony.