Brand/Product: 

Cracker Barrel is a Vintage Cheddar that can be bought at Coles, Woolworths and

independent supermarkets.

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Background:

Cracker Barrel has experienced good growth over the past few years,

but its household

penetration is still pretty low. This year, with

the launch of an infused range, the brand

wants to take its product offering to more homes and become the go to cheese brand for casual entertaining.

The most recent campaign for Cracker Barrel was the 2018 ‘Cheese in Crackers’ activation where 20,000 novelty sized Christmas crackers filled with Cracker Barrel were given away at train stations in Melbourne and Sydney; the core idea focused on creating ‘entertaining’ situations to encourage conversations and time spent with loved ones.

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Objectives: 

Grow brand awareness.

Increase household penetration by 10%.

Sell 50,000 blocks of cheese (any within the range) during the campaign period.

Grow the brand’s Social Media following on Facebook and Instagram.

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SMP:

Cracker Barrel enhances catch- ups.

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Target audience

:Casual Entertainers Women & Men 18 - 64 years old, entertain friends and family at home and are cheese buyers.

There’s 9.4M of them in Australia.

 

Requirements/channels:

You can use any channels, but you need to consider that the campaign’s total budget is

$1.5M (production and media buying).

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My Star: 

Good cheddar cheese are known for making what it is call as cheese crystals. The problem with Cracker Barrel right now is that they do make good cheddar cheese, but when their target audience purchase the cheese, most of the time they aren't looking for a specific brand. 

My idea is to re-brand Cracker Barrel, making them not only a normal Cheddar Cheese, but something that are gifted and perfect to give to the once ones. 

I have decided to focus  on the element of making cheese as crystals, something that is very valuable and well gifted. 

 

 

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