Problem
Smucker’s Uncrustables are widely recognized as a convenient snack option within the K–12 school segment. However, the brand needed to expand its presence and demonstrate its value in other foodservice settings. The challenge was to show operators and consumers that Uncrustables are just as relevant and appealing beyond school cafeterias, while still maintaining the brand’s familiar look and feel.

Solution
The beyond K–12 campaign was developed to position Uncrustables as a versatile, grab-and-go option for a wider range of foodservice environments. The campaign incorporated core visual elements such as the Uncrustables mascots, signature color palette, and brand typeface to maintain brand consistency while appealing to a broader audience. The type treatment was crafted to reflect a fast-paced lifestyle and emphasizes convenience and ease. By combining recognizable brand assets with a fresh and energetic visual approach, the campaign successfully introduced Uncrustables to new markets and expanded its appeal beyond schools