Cracker Barrel Old Country Store came to us looking for a brand refresh. On a micro-level, a variety of partners had left a lack of in-store cohesion, and we also saw a lot of opportunity for updated visuals and more action-oriented messaging. But when we zoomed out, really what Cracker Barrel needed was to appeal to a younger demographic—without losing the familiar homespun look customers have loved for generations.
The concept? Modern Nostalgia. Emotionally rich scenes with bold, modern type presented products in a relevant way, connecting with both new and loyal customers alike. Immersive photography embraced the quality, authenticity, and uniqueness of Cracker Barrel’s products. The iconic Cracker Barrel yellow was brought back into the spotlight and messaging connected with shoppers in a way that was sure to shift their mindsets from browse mode to buy mode. And best of all, the creative was intentional, cohesive, and consistent.
Fresh off the refresh, Cracker Barrel looked to redpepper as a partner that could help them carry this strategic thinking and creative execution through future campaigns and promotions, all with the goal of driving sales both online and offline. So that’s exactly what we did.
We strengthened their social media strategy and content to drive e-commerce. Were thought the retail journey, identifying and mapping out key zones to drive in-store purchases. And we ran a handful of holiday campaigns reminding guests that CrackerBarrel is more than a place to feast on festive fare—it’s a place to buy those holiday decorations that make you feel warm and fuzzy inside.