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." Since Cracker Jack has done very little in advertising (only $62-thousand this year compared to nothing in 2012 according to Kantar Media), it is estimated that the 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.