The Smucker’s Uncrustables Beyond K–12 campaign aimed to show that Uncrustables are more than just a snack for schools—they’re a versatile and convenient option for all kinds of foodservice environments. By reaching beyond K–12, the campaign highlighted how easy and appealing the product is for busy operators and consumers alike.

To keep the brand consistent while connecting with a broader audience, the campaign incorporated Uncrustables’ mascots, color palette, and typeface. The type treatment was designed to match a fast-paced lifestyle, reinforcing the product’s grab-and-go convenience. By blending familiar brand elements with a fresh visual twist, the campaign successfully expanded Uncrustables' reach into new markets.