We gave Cracker Barrel a new social presence - launching them on Giphy & putting the spotlight on their new menu item, Southern Fried Chicken. Internally, Cracker Barrel loved them so much that the home office uses them in their email signatures.
Next, we did something a little crazy. We dug further into guests’ memories of Cracker Barrel, discovering that fans of Cracker Barrel’s chicken took to social media to talk about how much it made them look forward to Sunday - the one day Cracker Barrel served it. As Cracker Barrel introduced the menu item every day of the week, we went back to personally share the news with the dishes’ biggest fans, by crafting one-to-one social responses using our new GIFs for each and every fan we found on social media. You can see just a few of those here.
Throughout the campaign, we sourced & shared our fans’ own memories of Cracker Barrel on Instagram - making them part of our digital scrapbook.
