Agency: Epsilon
Client: Cracker Barrel
Chief Creative Officer: John Immesoete
Executive Creative Director: Janet Barker-Evans
Creative Directors: David Shih, Corey Ciszek
Art Directors: Matt Dalin, Wes Henry
Copywriters: Kitty Shulz, Drew Kearse
Producers: Jill Frank, Sadie Beaver and Sally McGuin
Account Director: Terry Corrigan
Director: Ben Weinstein
Editor: Joe Klaw
Sound Engineer: Dave Kresl
Production Company: Big Spoon Industries
Executive Producer: Craig Leffel
Epsilon developed and produced the online video series, which live on Cracker Barrel’s YouTube channel. In each of the three videos, “the worst camper in the world” runs into obstacles as he struggles to prepare a campfire meal. As he faces each complication, a voice-over says “You don’t need to be a camper to get a great campfire meal,” encouraging viewers to opt for Cracker Barrel’s instead. Additionally, Epsilon brought new marketing techniques to Cracker Barrel that they hadn’t used before, including targeted content delivery (through Conversant, owned by Epsilon) to their core market. The team looked at behaviors of Cracker Barrel's target markets, created custom audience profiles and determined where and how to target messaging to most effectively drive traffic in stores. Online content is being targeting with location intelligence (past Cracker Barrel visitors, visitors of competitive locations) and audience information targeted by age group. Team credits and the email component can be found below. If you are interested in speaking with an executive from Cracker Barrel and/or Epsilon about the campaign please let me know, I’d be happy to set something up this week. Look forward to hearing from you.