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Frito Lay begins Cracker Jill promotion

Frito Lay Canada has begun a promotion intended to encourage girls to engage in sports. The effort makes use of limited-edition boxes of Cracker Jack snack food that instead display one of three Cracker Jill characters. The packages are being sold in grocery and convenience stores nationally. The promotion is part of a multi-year initiative called “Play Loud,” intended to highlight Canadian female athletes. Frito Lay Canada has also signed a sponsorship agreement with non-profit organization the Women's Sports Foundation. Frito Lay Canada is a division of PepsiCo Foods Canada.

“Growing up playing soccer, sports has been an instrumental force in shaping the person I am today,” said Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. “It taught me the power of determination, teamwork and, most importantly, self-belief. 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.”

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