July 6, 2014
Call this snack-food category code: Cracker Occasions.
Definition: Cracker Occasions coding offers signifiers of special occasions — each with its own particular rituals, mode of dress, guest list, and accoutrements… one of which is the cracker and/or its toppings.
Notes on this code: Unlike chip brands, whose messaging tends to be about mindless munching and extreme flavors, cracker brands would have us associate the cracker with particular occasions. The cracker is wholesome, a bread substitute, special.
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