The 34 Degrees crackers brand has grown to be a defining player in a new premium food category despite relatively low brand awareness. To drive their next wave of growth, we needed to shift the habit that crackers are a low-involvement item, often left unplanned up until the moment of shopping. So, we set out to inspire hostesses who find joy in gatherings where bringing people together is a part of their reputation and identity.

To capture the vibrant personalities of hostesses and guests, we partnered with Dutch illustrator, Bodil Jane. These illustrations were artfully collaged together with recipe photography and welcoming language. “Gather Round” showcases the kaleidoscope of 34 Degrees crackers—savory to sweet, naked or topped— the host who serves them, and the guests she entertains in life.