Jacob’s has been topped, dipped, crushed and stacked for over 160 years, but shoppers were ready for a little fresh inspiration.

With There’s More to Jacob’s, we created a shopper toolkit that redefined the role of crackers in everyday moments. Simple, delicious serving ideas felt irresistible, easy to recreate and unmistakably Jacob’s, while a range of tasty messaging helped whet shoppers’ appetites across the path to purchase.