Cracker Jack has hidden a very special prize in some of its boxes, PepsiCo’s Frito-Lay division announced Oct. 29. Some people who snack their way through a Cracker Jack attack will be rewarded with a diamond ring.
The promotion, in partnership with Walgreens, is sure to remind some pop-culture fans of Willy Wonka’s golden ticket. True, the Cracker Jack prize may not offer a factory tour or any Oompa Loompas, but it does offer a sparkly substitute valued at $1000.
Beginning Nov. 1, 30 people who satisfy their snack attack with select Cracker Jack packages may find a special token for the diamond ring. Tokens may be redeemed at Cracker Jack Diamonds.
Consumers can munch their way through specially marked 2 7/8 oz. bags of Cracker Jack Original Caramel Coated Popcorn & Peanuts and Cracker Jack Butter Toffee snacks in search of the ring. The bags will be available at participating U.S. Walgreens stores.
The Cracker Jack promotion has been developed to celebrate the 100th anniversary of the brand’s use of prizes. Cracker Jack built its reputation, in part, around its “prize in every box” program that was first introduced in 1912.
The snack itself dates back to 1893 and was named Cracker Jack in 1896. Cracker Jack has worked its way into the stream of pop-culture consciousness, thanks in part to its prizes and in part to Jack Norworth’s 1908 song “Take Me Out to the Ball Game,” with its “buy me some peanuts and Cracker Jack” line.
Since introducing its “in-package prizes,” Cracker Jack has given away more than 23 billion surprises, including miniature books, decoder rings, temporary tattoos and baseball cards. That number is just as nutty as the classic, popcorn-and-peanuts version of the snack.
“For generations, consumers have looked forward to finding that special prize inside their Cracker Jack snack packages,” said Alanna Cotton, senior director of business development for Growth Ventures, Frito-Lay North America, in a press release. “With this promotion, we’re celebrating 100 years of Cracker Jack prizes by taking the in-package prize experience to a whole new level.”
Throughout the promotion, consumers can also learn more about Cracker Jack, and maybe win prizes, through a tab on the Frito-Lay Facebook Page. The tab will feature trivia, recipes and the chance to send virtual Cracker Jack prizes to friends. It will also allow fans to enter for a chance to win one of a total 30 Cracker Jack prize packs, including bags of Cracker Jack snacks and $50 Walgreens gift cards. One prize pack will be awarded each day.
Visit Cracker Jack Diamonds for more information, including rules and restrictions, and visit Walgreens to find a local store.
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