Cracker Barrel: Welcome to Wholesome

Cracker Barrel, Kraft's cheese brand, faced a range of problems is attracting Canadian consumers.

Cracker Barrel: Welcome to Wholesome

Cracker Barrel is one of Kraft Canada's largest businesses. It was not being advertised, was being treated as a commodity, and the equity of the brand was declining in both awareness and relevance. The marketing and research team went on a journey of consumer understanding, including choosing the target, understanding fertile positioning and messaging areas and testing & tracking creative executions. This teamwork led to outstanding creative and breakthrough market performance that re-built the Cracker Barrel brand equity and engagement and set the foundation for future communication and business growth.


Cracker Barrel's future...

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