Baseball Has Made ‘Cracker Jack’ a Household Name
The song came out in 1908 and it is played at almost every baseball game played in America including the Hannibal Cavemen and the Quincy Gems games. It’s the “Take Me Out to the Ballgame” song and that song has single handedly sent the sales of Cracker Jack through the roof. In the song there is a line that says “Buy me some peanuts and Cracker Jack.”
I recently had the opportunity to hear Quincy native Rick Hummel speak to the Exchange Club about baseball and on the tables were bags of Cracker Jack. It got me to thinking about how popular Cracker Jack's are despite the lack of advertising for them. Since Cracker Jack has done very little in advertising over the years (only $62-thousand in 2013 compared to nothing in 2012 according to Kantar Media), it is estimated that the baseball song itself has given the company a market value of $25 million a year.
So the moral of this story is, if you want your business to go forward make sure its name is mentioned in a popular song. I bet Betty Crocker wishes their name was in the “Happy Birthday” song.