Kraft breaks Cracker Barrel campaign
Kraft Canada has begun a new marketing campaign for its Cracker Barrel cheese brand. The campaign, developed by Leo Burnett of Toronto, is the first for the brand in five years as well as its first national campaign. The effort makes use of the tagline, "Start with Cracker Barrel. End with Amazing." It consists of three 30-second television commercials featuring recipes incorporating Cracker Barrel cheese. The creative encourages consumers to show their love for the people around them through cooking. The commercials will run in English and French, accompanied by magazine and online advertising, as well as social media activities. The campaign will run through the year. Media buying is being conducted by Starcom MediaVest Group.