Tips from the Top: Crix Crackers

Crix. Just saying the name is enough to make any Trinbagonian think of a quick breakfast, a versatile snack or that last cracker in the pack everyone is fighting for. It’s “The Vital Supply” and it’s been that way for generations.

But Crix isn’t just a biscuit – it’s a branding powerhouse. It has remained a household name in Trinidad & Tobago for over 100 years, while other products have come and gone. How? Smart branding, cultural relevance and an evolving social media strategy.

For MSMEs looking to stand out and stay relevant, there’s plenty to learn from Crix.

Crix: A Staple with a Story

Crix’s journey started in the early 1900s with two Venezuelan brothers, José Rafael and José Ángel Bermudez. They set up shop in Trinidad, using baking techniques from the 1900 Paris World Fair to make “salt biscuits.” Those biscuits quickly became a hit, and by the 1940s, Crix was being shipped across the Caribbean.

But here’s the thing – Crix didn’t just survive. It became part of Trinbagonian culture. This is lesson #1 for MSMEs:

  • A strong brand isn’t just about selling a product – it’s about creating a connection.
  • The best brands don’t just serve customers; they become part of their lifestyle.

How Crix Built a Brand That Stands the Test of Time

Crix is more than just a cracker – it’s a symbol of Trini identity. From the recognizable packaging to the tagline (“The Vital Supply”), Crix has stayed consistent for decades.

That’s no accident.

MSMEs, take note:

  • Own your identity. What makes your brand unique? What’s your version of “The Vital Supply”?
  • Be consistent. From your logo to your messaging, make sure your brand is instantly recognisable.
  • Become part of your customers’ daily lives. The strongest brands are the ones people don’t have to think about – they just reach for them automatically.

Crix on Social Media—Why It Works

Crix may be over 100 years old, but their social media game is fresh. With 303,000+ Facebook followers and 26,000+ Instagram followers, they know how to keep their audience engaged.

1. They Understand Trini Culture

Crix’s content reflects everyday life in T&T. Whether it’s a meme about eating the last Crix or a creative topping idea, they make their audience feel seen.

Lesson for MSMEs:

  • Your brand should feel like a natural part of your audience’s life. Speak their language, tap into local humour and create content they relate to.

2. They Get Their Customers Involved

Crix encourages people to share their favourite ways to eat their crackers. This keeps customers engaged and does their marketing for them.

Lesson for MSMEs:

  • User-generated content (UGC) is gold. Get your customers to share photos, leave reviews or participate in challenges. Nothing builds trust like real people talking about your brand.

3. They Work with Local Influencers

Ever noticed Crix popping up in WhatYuhKnow videos or foodie pages? That’s not random – it’s strategic marketing.

Lesson for MSMEs:

  • Find the right people to promote your brand. Work with influencers or content creators who align with your business. It’s a smart way to get in front of a larger audience.

4. They Keep It Interactive

Crix doesn’t just post and disappear. They run giveaways, ask questions and use polls to keep followers engaged.

Lesson for MSMEs:

  • Social media isn’t a one-way street. The more you interact with your audience, the more connected they feel to your brand.

What MSMEs in T&T Can Take from Crix’s Playbook

You don’t need a massive marketing budget to build a strong brand. You just need strategy. Here’s how to apply the Crix approach:

  • Define your brand story. What makes you unique? What do you want customers to associate with your name?
  • Be culturally relevant. Speak directly to your audience’s lifestyle and values.
  •  Encourage customer involvement. Let your customers be part of your story.
  •  Leverage partnerships. Work with influencers or complementary brands to expand your reach.
  •  Stay engaged. The more you interact, the stronger your community becomes.

Crix has lasted over a century because they understand branding, consistency and connection. If MSMEs in T&T take a page from their book, they can build businesses that people don’t just buy from—but feel loyal to.

Leave a comment