Cracker Barrel: Country Fried Turkey

Najet Fazai, Skylar Smith

US country store Cracker Barrel devised a multi-media strategy to maximise impact and draw in both loyalists and travellers.

Campaign details

Brand: Cracker BarrelBrand owner: Cracker BarrelAgency: Havas Village (Havas Media + Havas Creative)Country: United StatesIndustries: Restaurants & takeawaysMedia channels: Email marketing, Integrated, Mobile & Apps, Online display, Online video, Radio & audio, Search marketing, Social media, TelevisionBudget: 5 - 10 million

Executive summary

November and December are critical months for restaurant chain and gift store Cracker Barrel Old Country Store, with the brand typically experiencing an influx of traffic and retail, realising as much as 27% of its revenue for the entire year, per second...

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