Kraft Canada is in the midst of a television campaign for its Cracker Barrel cheese that continues the “Welcome to Wholesome” positioning that first launched in 2009.
For the third time, the food company is revisiting the fictitious town of Wholesome where Cracker Barrel Cheese is always made “without artificial preservatives” and “no antibiotics.”
The “Wholesome” concept is built around consumer research that Kraft conducted three years ago, which the company continues to reference as it evolves the campaign creative, said Jeff Singer, senior brand manager, Cracker Barrel.
The Cracker Barrel brand has been around for over 50 years, but prior to 2009, lacked a strong point of difference versus the competition in the growing natural cheese category, said Singer.
The focus on natural, wholesome ingredients has helped the brand grow 15% in the category this year over last, and household penetration has increased five points since 2009.
“Consumers continue to feed back to us that these are compelling statements and the overall feel of the campaign around this wholesome, pure family-oriented type communication resonates strongly with them,” said Singer.
The latest commercial, from Kraft’s creative agency DraftFCB, touts the slices and snacks portion of the brand and shows a young boy and his grandfather fishing on a boat while enjoying a snack. MediaVest handled the buy.
The new commercial also shows off new packaging that uses the brand’s dark brown hues for a warmer more approachable appearance, said Singer.
