Cracker Barrel targets local customers


Cracker Barrel Old Country Store, which has traditionally billed itself as a family-dining destination for travelers, is now targeting local guests in new television commercials and complementary marketing.

The Lebanon, Tenn.-based brand’s new “Handcrafted by Cracker Barrel” campaign is the chain’s first effort to market itself as a local restaurant option. Throughout its 42-year history, Cracker Barrel has located its restaurants right off the nation’s busiest interstate highways to attract travelers stopping to eat during a long trip.

Developed by Euro RSCG Chicago, two new commercials highlight Cracker Barrel’s made-from-scratch cooking and food quality by showing an animated series of shadowboxes similar to the pieces in the chain’s restaurants.

“The new campaign really captures the multifaceted experience that makes Cracker Barrel special and presents us in a fresh way,” Chris Ciavarra, Cracker Barrel senior vice president of marketing, said. “We’re excited about its potential to drive traffic with both increased frequency from our current guest base, as well as by drawing new guests into our stores.”

Cracker Barrel will reinforce the TV commercials with other marketing pieces, including radio spots, online engagement through Facebook and the brand homepage, country-music releases and a digital checkers game for mobile phones. The radio commercials will feature voices of actors from local theater groups, and both the radio and TV spots feature custom music similar to the country albums Cracker Barrel sells in its retail stores.

Watch the commercials; story continues on next page