CP+B Now Officially the Experts in All Things Mac & Cheese

By Erik Oster 

CP+B launched a campaign for Kraft-brand Cracker Barrel’s new line of mac and cheese.

Taken along with the agency’s recent “We changed and you didn’t even notice” work for sister brand Kraft Mac & Cheese, this new campaign gives us a pretty good idea about the favored snack of the CP+B break room.

The broadcast campaign, entitled “Award Worth Winning,” launched yesterday with a 30-second spot called “Prestigious Awards” and a 15-second spot “Spelling Awards.” Both spots feature the character Trophy Man, a Cracker Barrel superfan who carries around a trophy for the “award-winning” cheese. “Prestigious Awards” sees him disparage awards for spelling bees, bowling, dog shows and scientific theories. “I’ve got a theory,” he says, in a particularly cringe-worthy moment, “nobody cares.” He adds, “But people care about cheese” in an awkward brand pivot, adding that Cracker Barrel’s award-winning cheddar is in the brand’s new mac and cheese.

The 15-second “Spelling Awards” keeps its focus on the spelling bee, ending with a girl overhearing him and spelling the word ‘delicious.'” The spots also mark the commercial directorial debut of Milana Vayntrub, who stars as “Lily” in BBDO’s campaign for AT&T and also directed the Syrian refugee documentary Can’t Do Nothing.”

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In addition to the broadcast spots, the campaign also includes digital, social and in-store initiatives. 

 

CREDITS

Agency: CP+B
Client: Kraft/Cracker Barrel

CHIEF CREATIVE OFFICER: Ralph Watson
COPYWRITER: Mona Hasan
ART DIRECTOR: Stephanie Kohnen
EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow
HEAD OF TV / PRODUCTION: Kate Hildebrant
CREATIVE AGENCY: CP+B
INTEGRATED PRODUCER: Annie Turlay
MUSIC AND SOUND
MUSIC PRODUCTION: JSM Music
EXECUTIVE PRODUCER: Susie Boyajan, Joel Simon
COMPOSER: David Wolfert/Joel Simon
SOUND MIX: Matt Miller @ Lime Studios
OFFLINE
EDITOR: Owen Plotkin
EDIT COMPANY: The Now Corporation, NY
EDIT ASSISTANT: Matt Corliss
PRODUCER: Nancy Finn
POST PRODUCTION / VFX
TELECINE: CO3
FLAME ASSIST: Justin Monnier
FLAME ARTISTS: Cecile Tecson
FLAME: Wensen Ho
EXECUTIVE PRODUCER: Robert Owens, Rhubie Jovanov
COLOURIST: Stefan Sonnenfeld
PRODUCER: Cara Lehr, Adam Van Wagoner
POST PRODUCTION HOUSE: Method Studios
PRODUCTION COMPANY
LINE PRODUCER: Joshua Goldstein
EXECUTIVE PRODUCER: Nancy Hacohen and Dan Duffy
DOP: Kai Saul
DIRECTOR: Milana Vayntrub
PRODUCTION COMPANY: Hungry Man, LA

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