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.