Cracker Barrel targets local customers

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The brand also has increased the reach of its media buying, as national TV and radio spots will run in more than 100 markets during the holiday season. Typically, Cracker Barrel has covered approximately 20 markets for holiday promotions.

“We wanted to capture the authentic and unique Cracker Barrel experience that brings their loyal guest base back again and again and present it in a new way,” Jason Peterson, chief creative officer for Euro RSCG Chicago, said. “We really felt music could play an important role. Cracker Barrel publishes and runs their own record label and has deep roots in country music. So we created unique tracks for each of the commercials, as we saw a great opportunity to blur the lines between contemporary country music and music for a TV commercial.”

Cracker Barrel currently faces a proxy challenge from activist investor Sardar Biglari, whose Biglari Holdings Inc. holds more than 9 percent of the company’s stock, but marketing has not been identified as one of Biglari’s grievances with Cracker Barrel’s board of directors.

Cracker Barrel operates 608 company-owned restaurants in 42 states.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN