Kraft: Cracker Barrel – Deliciously different, you be the judge
Kraft Foods GroupDroga5; Insights in Marketing; Nielsen Neuro; IpsosUU; Ipsos ASI
Summary
Marketing Challenge: In a category of numerous cheese brands, we needed to convince consumers that Cracker Barrel was different, and better than other cheeses.
Methodology: We undertook a journey to bring to life a compelling and persuasive reason for consumers to buy Cracker Barrel. Using focus groups, neuroscience testing, copy testing, tracking, and marketing mix analysis were used to develop and evaluate the advertising.
Creative: "Deliciously Different – You Be the Judge" campaign, resulting in two 30-second...