Triscuit is a brand name of snackcrackers produced by Nabisco. It takes the form ofsquare baked whole-wheat wafers. They wereinvented in 1900, a patent was granted in 1902, andthe Shredded Wheat Company in Niagara Falls, NewYork, began production the next year.

The name Triscuit comes from a combination of the words"electricity" and "biscuit" and at least one earlyadvertisement boasted that Triscuits were "Baked by Electricity,”claiming they were "the only food on the market prepared by this1903 process." Each wafer measured 2.25 by 4 inches(5.7 cm × 10.2 cm), and remained that size fornearly twenty-one years. The ovens were then altered and thecracker size changed to 2-inch (51 mm) squares.

In 1928, the Shredded Wheat Company was purchased byNabisco. In 1935, producers began spraying the crackers withoil and adding salt. In 1984, additional flavour choices wereintroduced and the crackers were made crispier Triscuit has nowembarked on its first purpose-driven campaign to help consumers in“food deserts” find healthy meal options.

Food deserts refer to areas that lack affordable and nutritiousfoods, and typically fewer supermarkets. In the U.S., 19million people live in food deserts, with the number expectedto grow as the Coronavirus pandemic worsens the overall ability tofind essential ingredients. To help consumers in these areasget the food they need, Triscuit created “The Missing IngredientsProject”, which raises awareness of the problem and distributes a$1 million grant to organisations improving access to fresh foods. Triscuit will award 20 grants over the next few years,beginning with six grants in 2021 that non-profits can applyfor.

Extending the campaign into a multi-year initiative allowsTriscuit to demonstrate its commitment to a cause. Doing socould help it build and sustain engagement with consumers andnon-profit organisations and grow its presence as a philanthropicbrand. With consumer shopping and eating preferenceschanging, Triscuit could leverage the campaign to stay top of mindwith food shoppers. While the Coronavirus pandemic has been toughon many individuals and businesses, Triscuit hopes to draw consumerattention to a long-standing problem that has been exacerbated bythe crisis. With The Missing Ingredients Project, the snackfood brand could raise awareness of and access to healthy foods forthose in need and earn credibility as an altruisticcompany.

1. Identify the target market that Triscuit is aiming at.
2. Recommend how Triscuit could promote its campaign to itscurrent and potential customer.
3. Recommend the launch campaign, including the media thatTriscuit should use.
4. Identify some of the challenges Triscuit could face andrecommend how these can be overcome.