CRACKER BARREL

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OPPORTUNITY

Over the past 50 years, music has been a part of the Cracker Barrel brand, especially country, bluegrass, and gospel. In fact, during the early days, Cracker Barrel guests enjoyed live music by local musicians on its front porches.

At the start of our campaign, radio airtime for female country artists was at an all-time low. Cracker Barrel wanted to use its 50th anniversary as a moment to recognize women in country music and elevate this group of inspirational artists.

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IDEA

We created “Five Decades, One Voice,” a program to celebrate iconic female country music artists and shine a spotlight on those following in their footsteps.

We secured five legendary female artists, who each selected an emerging female artist or songwriter to collaborate with and mentor.

The pairings included:

• Trisha Yearwood and Caitlyn Smith
• Brandi Carlile and Tenille Townes (with a special performance ft. Tanya Tucker)
• Karen Fairchild and Kimberly Schlapman of Little Big Town and Ingrid Andress
• Hillary Scott of Lady Antebellum and Bailey Bryan

We released an exclusive compilation album, where each of our artists performed three original songs. One dollar from every album benefited She Is The Music, a nonprofit organization whose mission was to increase the number of women working in music.

We filmed one-on-one conversations with the artists, exclusive performances, and mentor sessions, all narrated by country music legend Loretta Lynn.

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IMPACT

Over 3.4 million minutes of content watched (the equivalent of over 6 years spent watching and engaging with our branded content).

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"Five Decades, One Voice"  Case Study

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