Uncrustables
Game: Don't Catch The Crust!
Crust is, objectively, the worst part of the sandwich.
Smucker’s “Sorry Crust!” campaign introduced consumers to Uncrustables and his less fun brother, Crust — a little rough around the edges, and best left out of the lunchbox. To bring this to life, Smucker’s and agency Zenith partnered with Infillion to build a reaction game where users had to catch falling Uncrustables while dodging the Crusts. Thirty seconds on the clock. Pack the perfect lunch or try again.
Performance Results
53 seconds average time spent. 5.5 average interactions — 150% more than benchmark. 2.3% CTR.
Awards
2025
Best Food Industry Online Ad;
Best of Show Online Ad