16991: Cracker Barrel Hires More, Er, NVM.

Adweek reported Cracker Barrel named three new White advertising agencies to refresh the brand.

 

Good luck with that, Cracker.

 

Cracker Barrel Shakes Up Agency Roster Amid Brand Refresh

 

The chain has enlisted Blue Engine, Prophet, Viral Nation to continue a brand overhaul that began last May

 

By David Cohen

 

Cracker Barrel Old Country Store named three new agencies of record on Monday: Blue Engine, Prophet, and Viral Nation.

 

Communications firm Blue Engine will be Cracker Barrel’s AOR for public relations, experiential marketing, and partnerships.

 

Prophet will work on Cracker Barrel’s brand marketing efforts, such as brand communication, restaurant redesigns, brand marketing campaigns, and a redefined employee value proposition.

 

And Viral Nation will focus on social media, creating high-volume content to expand Cracker Barrel’s digital presence and evolve its position in culture.

 

The new agency roster comes as the homestyle restaurant chain continues a brand overhaul that began in May 2024.

 

Dentsu was named Cracker Barrel’s creative and media AOR at the beginning of 2021, after the company spent several years working with Havas Chicago.

 

UPDATED: Cracker Barrel continues to retain Dentsu companies Carat as its media AOR and Merkle to support its loyalty rewards program.

 

Cracker Barrel said its brand refresh, which kicked off in May 2024, is the most significant one in its 55-year history. It is focused on five areas: refreshing the brand identity; optimizing menu, pricing and preparation; enhancing store execution and the retail experience; expanding digital capabilities; and elevating the employee experience—“all while honoring the authentic hospitality and warmth that keeps guests falling in love with the brand,” according to a release.

 

Cracker Barrel currently has 660 locations across 43 states in the U.S.

 

“This is a beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity,” Cracker Barrel chief marketing officer Sarah Moore, who joined the company in July, said in a statement. “This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story—one that resonates with loyal guests while welcoming new ones to our table.”

 

Cracker Barrel reported a 2.6% revenue increase in its fiscal Q1 2025 in December, reaching $835 million.