To broaden its appeal as a local restaurant option, Cracker Barrel recently engaged Euro RSCG Chicago to refresh its brand communications. The new campaign, “Handcrafted by Cracker Barrel,” features broadcast, digital and mobile. Television spots using shadow boxes like on Cracker Barrel walls to tell stories about the brand. One explores the care that goes into making the food, and the other shows what it feels like to be a guest at Cracker Barrel. Both feature custom music.
Radio spots feature the voices of actors from different local theatre groups, deepening the brand’s connection to local communities. These local ties also will be extended online. The online strategy uses the company’s website and Facebook page. The first effort was the development of a digital, mobile checkers game and promotion that extended to a live store event.
The reach has been expanded dramatically. Typically, 17 to 20 markets have been covered for seasonal promotions. This year, Cracker Barrel’s holiday program will include national television and radio spots in more than 100 markets. Every piece of the program, broadcast or otherwise, underscores the company’s mission of pleasing people.
Music releases, including album design and marketing, available exclusively at Cracker Barrel stores. The September launch of The Oak Ridge Boys’ album, “It’s Only Natural,” was the first piece. Production is under way for the next release, due out in January.
