Cracker Barrel Print Campaign

We were approached by Kraft Heinz to help launch the rebrand of Cracker Barrel. The purpose of the rebrand was to help elevate the product to cheese and wine status, rather than a sandwich filler. We loved the ribbon illustration on their new packaging and wanted to use this in the print campaign to highlight the un- wrapping moment, as if unwrapping something special. We shot all the elements in camera to help create a realistic feeling of elevation for the product. This campaign had a wide US release focussing on in-store promotion alongside billboards.

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Hilary Kennedy
Creative Art Director