Research showed us that people who weren’t true Triscuit enthusiasts didn’t really know what to do with a Triscuit. We needed to teach a new audience “How to Triscuit” by showing them that Triscuit is “Made for More” – just by adding a few simple ingredients, you can make something that is well, simply great. We tapped into the growing maker mentality, and partnered with emerging culinary artisans across the country, to make their stories our stories.

While we may be a big brand, we’ve always started simply and wanted to celebrate other makers who embrace that same belief. So we turned to Indiegogo and identified 55 culinary makers (who made everything from honey to hot sauce), and flash funded their campaigns to a sum of $250,000. Out of this pool, we identified 10 of our favorites and collaborated with them to create new and original toppable Triscuit creations. These collaborations were the fodder that promoted Triscuit as being “Made for More.”

We then brought their toppable Triscuit creations to life in all the right foodie places:

-Food & Lifestyle Blogs: Food52, Brit+Co

-Social Platforms: Pinterest, Facebook, YouTube

-Targeted Display: Contextually relevant triggers

-TV: Food Network, Cooking Channel

-Print: Bon Appetit, Food Network Magazine

Ultimately, we achieved our sales goals by inspiring consumers, to create a real food snack with only a few simple ingredients.

Throughout the run of the program, everyone involved came out on top – we raised $720,000 to support our makers and drove a 10% ROI across all media. The nine-month campaign drove over 1 billion impressions, reaching more than 140 million people.

But perhaps most importantly, we accomplished and “topped” our goals by teaching people “How to Triscuit” and encouraging them to play along. Our 2016 media drove a 12% volume for the cracker, proving that we successfully removed the dust from the iconic brand and made it a trusted foodie staple in households across America.

Entering 2016, Triscuit was an iconic savory cracker with a perception of blandness. While the Triscuit lovers of the world have always been passionate about their crackers, nobody else had any idea how to enjoy them. This campaign turned Triscuit from “dusty but trusty” into a perfect cracker by celebrating its toppability and connecting it to authentic combinations of ingredients created by home-grown culinary artisans from all around the country. Media embodied this idea of Triscuit and toppable flavor combinations with real food ingredients you have at home to a whole new audience who didn’t know “How to Triscuit."

No matter the channel, we brought the Triscuit “Made for More” story to life. This approach allowed us to reach light and lapsed users in a relevant way with deliciously toppable Triscuit messaging.

We needed to promote the idea of “Made for More” with the right audience. The most logical would be our light and lapsed users whom had tried Triscuit but hadn’t truly enjoyed them. The toppable creations message would be just the right invitation to try the Triscuit in a whole new way.

Our approach to media would embody “Made for More” by being in places where real foodies were thinking about their next culinary delight – whether it be for appetizers or a simply delicious snack. This media plan included digital partnerships, paid social, digital display, TV and print.

This approach was designed to remove the “Dusty but Trusty” stigma and celebrate Triscuit as the foodie snack.

To make Triscuit relevant to a wider audience and leave our competition in the dust, we needed to remove the bland stigma that has surrounded our iconic cracker. We needed to prove Triscuit truly is “Made for More,” by showing how easy it is to make delicious creations that can be made with Triscuit and a few simple ingredients. But showing these recipes was only half the battle. To truly change perception and drive awareness, we needed a channel strategy that could distribute our story to the masses in an authentic, relevant way.