• by Larissa Faw , August 15, 2016

Cracker Barrel is launching a Snapchat filter accessible in all 640 Cracker Barrel restaurants starting today.  

Though many businesses have tackled Snapchat, this is a big move for Cracker Barrel. The social media channel serves as a deliberate effort to expand its target audience and increase engagement on social channels. Six in 10 teens prefer Snapchat over Instagram, says social media tracker Wishbone.

Havas Chicago, Cracker Barrel's AOR, pushed the restaurant chain to engage with younger diners, who are seen as the next generation of Cracker Barrel consumers. 

The Snapchat filter initially will launch with an image of sunglasses and a sunny-side up egg with sunglasses. The first story debuted around midday and incorporated a "playful Breakfast Y'All Day" concept using eggs and a retail game that Cracker Barrel sells, according to the agency. 

The restaurant chain will launch additional filters in the coming months to continue the communications and (hopefully) increase its Snapchat following. Cracker Barrel has reached more than 180 million people through its various social-media channels.

To help support this launch, Cracker Barrel is posting on Facebook, Twitter and Instagram. There will be promotional “tents” on restaurant tables. 

"We already know they have a strong affinity for the brand, and this will only amplify the dialogue Cracker Barrel has with them across other social platforms, such as Facebook, Twitter and Instagram," says Bill Mericle, executive creative director, Havas Chicago.