Crackers are a low-involvement product, often left unplanned up until the moment of shopping. To help shift the habit and get 34 Degrees on their target consumers’ list, we needed an idea that would transform the perception of the humble cracker and position 34 Degrees as a remarkable go-to in her pantry.

So we created the brand’s first integrated campaign, elevating the role crackers play in holiday entertaining. The “Gather Round” campaign boasts digital banners, robust social advertising, influencer integration, digital videos and search ads.