Mcgarrybowen Chicago teamed up with five small food companies in its “Makers of More” campaign for Triscuit, which celebrates craft and simplicity.
Five spots highlight The Jam Stand (featured above), Savannah Bee Company, McClure’s Pickles, Olympia Provisions and Wondermade. In each of the ads, the entrepreneurs behind the companies share their story, a product they claim was created with Triscuit in mind and share a tasty recipe created using a Triscuit cracker as its base. The approach makes a lot of sense, as each of the company’s products share Triscuit’s minimalist mindset and the recipes, which make use of jam, honey, pickles, sausages and marshmallows, are inventive (and look pretty tasty). With brands like Triscuit looking to find a place in a changing environment, where consumers want more adventurous options than just cheese and crackers, presenting the item as a kind of blank canvas, with some suggestions for how to use it, may get those who otherwise might look past the brand take notice.