‘Cracker Jill’ set to play ball: First featured female athlete announced
Heather Hamilton
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The makers of Cracker Jack announced the first featured female athlete to appear on its Cracker Jill packaging.
The Frito-Lay snack brand introduced the Cracker Jill concept and logo in April 2022, saying its leaders are “constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their achievements while supporting the progress.”
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The Cracker Jill logo originally featured five cartoon women of different heights and ethnicities. Now, it will feature USA Women’s Wheelchair Basketball player Lindsey Zurbrugg.
Zurbrugg was selected as the grand prize winner among nine recipients of the “I Am Cracker Jill Award,” an award meant to “increase the visibility of girls and women in sports to inspire the next generation.”
“The ‘I Am Cracker Jill Award’ submissions told incredible stories of hundreds of young female athletes across the nation who are working to break down barriers and leave their mark on sports – they are all truly remarkable,” Frito-Lay North America Vice President of Marketing Leslie Vesper said in a statement. “We selected Lindsey to become the first real athlete in the brand’s history to join the Cracker Jack roster so that girls nationwide will be inspired to keep playing and keep achieving when they see Lindsey’s story on our bags in stores and in stadiums.”
Zurbrugg and the other eight award winners will receive $5,000 from Cracker Jack to support their sports endeavors.
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“It is truly an honor to have been selected for the ‘I Am Cracker Jill Award’ and the funding will go a long way in helping me continue to compete and hopefully inspire another young girl out there to never give up on her sports dreams,” Zurbrugg said. “After discovering my own passion for wheelchair basketball, my goal has been to bring attention to this sport. Being the first athlete featured on the packaging of such an iconic snack brand will be a tremendous help in accomplishing that.”
The “I Am Cracker Jill Award” continues the snack brand’s commitment to emphasizing the role of women in society.