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Frito Lay Canada brings out Cracker Jill to celebrate women in sports

Frito Lay Canada partnering with the Women's Sports Foundation (WSF) to expand access and opportunities for girls and women in sport.
Tom Venetis head shot
Cracker Jill Packaging 2023

Frito Lay Canada is adding a new member to its Cracker Jack family with Cracker Jill to celebrate the many faces of women transforming Canadian sports. 

For a limited time, Canadians will be able to purchase three different Cracker Jill designs in retailers across Canada.

"Sports have the unique ability to unite cities, unite countries—it's so much bigger than a win or loss," says Christine Sinclair, captain of Canada Soccer's Women's National Team. "And for young girls, it's important to have role models because it encourages them to dream. I was once that little kid watching sports, never really thinking pursuing a career in women's sport was a serious option until it became more publicized. I'm a firm believer that young girls need to see it to believe it."

Cracker Jill is part of a multi-year commitment appropriately named "Play Loud", which uses Frito Lay Canada's iconic brands to amplify and celebrate Canada's world-class female athletes. 

"Growing up playing soccer, sports has been an instrumental force in shaping the person I am today. It taught me the power of determination, teamwork, and most importantly, self-belief," says Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. "At the core of our Play Loud campaign is the celebration of female athletes and the power they have to inspire us to dream big."

To showcase this impact, Frito Lay Canada has partnered with the Women's Sports Foundation (WSF), a non-profit that works to expand access and opportunities for girls and women in sport so they can play, compete and lead without barriers. Frito Lay Canada's sponsorship of WSF signifies a commitment to Canadians by fostering equality and opportunity for girls and women in sports.

This builds on the current multi-year partnership between Frito-Lay and WSF in North America, where over $800,000 has been donated to date by Frito-Lay, Inc., helping them shape the lives of millions of youth, high school and collegiate student-athletes, elite athletes and coaches. With Frito Lay Canada's commitment and joint North American support, WSF is able to expand its reach within Canada. 

"Thanks to Frito Lay Canada, the Women's Sports Foundation is thrilled to expand our thought leadership and expertise to Canadians," says WSF CEO Danette Leighton. "We at WSF know from our extensive research that it is critical for all girls and women to have access to the transformative power of sport. This latest partnership will allow us to inspire more girls and women to reach their potential in sport and life."


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