Cracker Barrel Splits Messages To Reach Millennials, Gen Z

In order to ensure multiple generations are aware of its new limited-time menu items, Cracker Barrel is running two creative spots from Epsilon and Havas.

The campaign's TV spots, developed with Havas, are aimed at more conservative audience by promoting these items in a traditional message. The TV spots, airing for five weeks on national cable, introduce Southern Bowls featuring three signature offerings, a Fried Chicken Benedict bowl, a Ham n' Maple Bacon bowl and a Sausage, Grits Cakes and Green Tomato Gravy bowl.

By contrast, Cracker Barrel is targeting Gen Z and Millennials with a more humorous approach that features cooking show hosts talking about how they’re going to make the dishes with little to no knowledge about authentic Southern cuisine.

Developed with agency Epsilon, the three spots appear on the Cracker Barrel website, YouTube channel and via an email campaign.



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