Kraft: Cracker Barrel - Deliciously different, you be the judge

This case study explains how US cheese brand Cracker Barrel used TV ad creative to reinforce its 'deliciously different' message and increase sales.

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...

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