Project Description


Dare Breton crackers have been Canada’s favourite entertainment cracker for decades.

In keeping with consumers’ changing tastes and health concerns in the last few years, Breton has launched a series of new cracker platforms to meet those needs. Our challenge was to create a North American footprint for the brand while maintaining a clear segmentation strategy on shelf that differentiated the various offerings without sacrificing shelf blocking.

Particular attention was paid to the difference in how US and Canadian consumers liked their crackers topped. Not only did we find that there were distinct differences, but we also wanted to use ingredients that were readily available.