Cracker Jack is introducing a new package design championed by one of the most recognizable faces of women in sport – and intended to celebrate women’s sport in Canada.

Called Cracker Jill, the gender-shifted packages are available as a limited-time offer for Canadians across the country. To promote the fresh packaging, the brand has tapped Christine Sinclair – arguably one of the most prominent women in Canadian sport – who cites the importance of role models “because it encourages [young girls] to dream.”

“I was once a little kid watching sports, never really thinking pursuing a career in women’s sport was a serious option until it became more publicized,” Sinclair says. “I’m a firm believer that young girls need to see it to believe it.”

The LTO is part of the larger Frito Lay Canada brand’s “Play Loud” commitment to support and celebrate female sport. Through that campaign, the brand is partnered with the Women’s Sport Foundation (WSF), a non-profit that strives to make sport more accessible to women and girls.

“Sport has been an instrumental force in shaping the person I am today,” adds Jess Spaulding, chief marketing officer at PepsiCo Foods Canada, which owns Frito Lay. “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.”

The campaign is part of a broader commitment in North America as a whole that has seen Frito Lay donate more than $800,000 to the WSF. Through that support, the non-profit has expanded its efforts to assist Canadian women and girls.