Havas Launches Cracker Barrel’s Largest-Ever Broadcast Push

By Erik Oster 

Havas launched a new campaign for Cracker Barrel which is the largest broadcast effort in the brand’s history. Over the course of the brand’s forty year history, it has mostly relied on billboard advertising targeting hungry highway drivers, only expanding into broadcast in the past four years. Now, following last year’s 15-second “Match” spot, Havas has crafted two new 30-second spots for the brand.

“Pictures” follows the hand-crafted approach of its predecessor, with sets that appear to have been handmade. In fact, it seems to rely less on digital effects than “Match,” using the aesthetic to highlight the “handcrafted” nature of the restaurant chain and its inclusive atmosphere.

“Our early spots demonstrated what kind of place and people we are,” Chris Ciavarra, senior vice president of marketing for Cracker Barrel, told Adweek. “We then moved to the types of products that are available in our stores. Our new spots showcase that we welcome everyone to this experience.”

The broadcast spot, the first of two to be released, will be supported by radio and digital elements, as well as paid search and social. And, of course, billboards.