CRACKER BARREL
Handcrafted by Cracker Barrel.
During the pitch process, Cracker Barrel tasked us with a full rebrand. But they weren't quite sure what they wanted to stand for. After a lot of "research" (which involved more than a few biscuits and plates of country cooking), we discovered something surprisingly few people knew: Cracker Barrel's meals are cooked to order. That's right. Made from scratch. Combine that with the handcrafted gifts in their country stores and the locally sourced antiques and signage that make each restaurant unique, and we had our idea: Handcrafted by Cracker Barrel. The pitch-winning creative became Cracker Barrel's first national advertising campaign, and they subsequently reported three consecutive quarters of year-over-year traffic growth.