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Kraft Foods Group, Inc. said it will roll out a new integrated marketing campaign this month for Cracker Barrel cheese, marking the first time in more than a decade that the brand will advertise nationally.
The Cracker Barrel campaign, "Cheddar, Perfected," includes television, print, digital, partnerships and in-store elements. Developed by Manhattan-based Droga5 New York, the advertising sheds light on the unique, passionate, yet little-known world of professional Cheese Judging. The television spots unveil the meticulous methods and idiosyncrasies of this distinctive group of experts.
“Our new advertising campaign pays homage to the experts – the Cheese Judges – who seek cheese perfection every day,” said Gwen Gray, senior director, Dairy Snacking for Northfield, Ill.-based Kraft Foods Group. “We're extremely proud that these connoisseurs have deemed Cracker Barrel cheese 'Cheddar, Perfected,' and are excited to have a national advertising presence."
The campaign comes on the heels of a series of recent awards and distinctions earned by the brand’s cheddar cheese varieties in cheese competitions around the world. Most notably, Cracker Barrel Aged Reserve recently won a Gold Medal at the 2012 World Championship Cheese Contest in the Sharp Cheddar category.
"As the makers of Cracker Barrel cheese, we have tirelessly pursued the perfection of cheddar for nearly 60 years," added Gray. "The Cracker Barrel brand is synonymous with rich, full flavor and we are thrilled to now be gaining global recognition for our achievements.”
Cracker Barrel cheese is available in a wide variety of flavors—including award-winning Aged Reserve, Extra Sharp Cheddar and 2% Reduced Extra Sharp Cheddar—and serving options such as blocks, bars, slices and cracker cuts, in grocery and superstores nationwide.