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LEBANON, Tenn. -- Beginning this month, Cracker Barrel Old Country Store will unveil a new billboard advertising campaign communicating the brand's unique experience, called "Comin' right up." The campaign reflects Cracker Barrel's authentic country heritage and comfortable image of America's home-away-from-home, and nearly 1,500 billboards will feature the new creative by March 2007, the company reported.
As part of a bold, new advertising strategy -- keeping the signature extension logo, and clear directional copy -- Cracker Barrel will refresh the look of its outdoor advertising through colorful photography of its signature food and retail items, including pancakes, biscuits, whole kernel corn, sweet baby carrots and green beans. Created by The Buntin Group, the fresh design marks the first time in six years that the company changed the look of its outdoor advertising.
"Our research shows these images are highly motivating when a person decides where to eat," said Simon Turner, chief marketing officer at Cracker Barrel. "The colorful photography will also highlight Cracker Barrel's nostalgic family atmosphere with images of ice cream scoops, rolling pins, wooden spoons and classic tablecloth patterns."
Cracker Barrel's nostalgic and unique shopping experience will be also be illustrated through images of peppermint sticks, checkerboards and the company's exclusive CDs. In addition to interstate highways, there will be a billboard in each Cracker Barrel market that recognizes the retailer for being voted "Best in Family Dining" for 16 consecutive years in the annual Consumers' Choice in Chains poll conducted by Restaurants & Institutions magazine, the company reported.
"Although this is a new look for Cracker Barrel, the campaign stays true to our authentic country heritage," said Turner. "People think of Cracker Barrel when they want good country cooking and friendly service. This campaign reminds travelers and our local guests that a comfortable experience is truly 'Comin' right up.' Around the corner and around the country, people know Cracker Barrel as their home-away-from-home. Seeing our home-style food and unique gifts prominently displayed on our billboards will motivate people to come and eat at our family dinner table."