3 ways Cracker Barrel marketers revived a classic
For nostalgic consumers, the return of old-time favorites is always a hit. Here’s how to artfully re-purpose content for new channels like the family-restaurant chain did.
In June, Cracker Barrel announced the return—after a one-year break—of Campfire Meals, a menu item of roasted meat, potatoes, carrots, corn and tomatoes, cooked together campfire-style in wrapped foil.
The company has run this promotion for 19 years and it has gained a huge following. This time, Cracker Barrel has a different plan: #GetCampfiredUp. A fresh take on an old favorite
Founded in 1969, Cracker Barrel, like most companies in business for decades, tries to stay relevant by connecting with younger customers.
The restaurant chain’s brand managers have been searching this year to find ways to reach millennials: It partnered with country music stars and influential social media users in a campaign aimed at a younger audience.
Cracker Barrel’s marketing and PR team made this year’s launch of Campfire Meals bigger by using many media and advertising channels. The campaign incorporates traditional advertising—billboards, TV ads and radio ads, supported by social media.
The chain also bought its first Snapchat ad, an increasingly common big-brand ad platform.
Here’s a sample of Cracker Barrel’s tweets for the campaign:
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