Cheese ‘in’ Crackers

Working with Cracker Barrel we repositioned the brand as a modern cheese made for get togethers. Over 2-years, we developed a series of campaigns that aligned Cracker Barrel with social occasions. During the winter of 2018, the strategy culminated with a sampling campaign designed to get hibernating Australians to catch up and enjoy some delicious cheddar. 

Inspired by Christmas in July, Cheese ‘in’ Crackers turned the classic Christmas cracker into the worlds first pack of cheese that couldn’t be opened alone.