Cracker Barrel Old Country Store is overhauling its brand and is partnering with three new marketing agencies to support its efforts. Blue Engine, a communications firm, will serve as the brand’s Agency of Record (AOR) for experiential marketing, PR, and partnerships. Prophet will lead Cracker Barrel’s brand marketing initiatives, which include brand communication and marketing campaigns, restaurant redesigns, and a renewed employee value proposition. Viral Nation will focus on expanding Cracker Barrel’s digital footprint through high-volume social media content to strengthen its presence.
Cracker Barrel CMO Sarah Moore issued a statement saying, “This is a beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity. This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story—one that resonates with loyal guests while welcoming new ones to our table.”
The new agency collaborations come as Cracker Barrel continues a significant brand overhaul, which began in May 2024. The revamping focuses on a brand identity refresh, digital expansion, employee experience initiatives, menu optimization, and pricing, preparation, retail experience, and store execution strategies.
In 2021, Cracker Barrel appointed Dentsu as its creative and media AOR, following a long partnership with Havas Chicago. Despite the new agency hires, Cracker Barrel intends to continue working with Dentsu subsidiary Carat for its media AOR, while Merkle will support the company’s rewards program.
Cracker Barrel operates 660 locations across 43 U.S. states. The company had a 2.6% increase in revenue during its fiscal Q1 2025, settling at $835 million.
Learn more about Cracker Barrel’s rewards program here: https://www.crackerbarrel.com/rewards