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.