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Calling All Brands: What’s The ROI Of A Being A Snack?

by Lori Taylor · 0 comments

Wheat Thins has decided being simply a “cracker” is beneath them as they don’t get “topped” like a cracker.  Wheat Thins wants to be a snack starting now!

Seriously does it really matter?  With the economy crumbling all around us, brands squeezing agencies for every penny asking for the ROI of social media, I just have to know…

Jim Low, how much is this going to cost you…and the Wheat Thins fan, and cough cough – what is the ROI for this endeavor?

For me, a wheat thin is a cracker and a snack – depends on my mood and what I feel like dipping it in.  In fact, I enjoy the versatility of the cracker, oops I mean “snack”. I can assure you my buying behavior comes down to one thing – what am I hungry for? I won’t pay more or less because it’s a cracker or a snack, so I wonder, what is the point?

Let’s get real…if they call it a cracker, a snack or a chip, I don’t really care, do you?

Do you think Wheat Thins will increase sales because it’s now officially a “snack”?  (a few million dollars later I’m sure…)

“When consumers talk about snacks, they look at Wheat Thins in the same basket as other snacks like pretzels, potato chips and popcorn,” said Jim Low, marketing director for the wheat cracker division at Kraft. “Wheat Thins is one of the least topped crackers in the cracker category — so we realized we needed to act more like a snack.”

Read more here…

Lori Taylor


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