Lactalis Canada’s Cracker Barrel Brand Launches New Creative Campaign for 2021
New campaign speaks to the unabashed cheese lover who isn’t afraid to flaunt the pride they have when using Cracker Barrel Cheese
September 27, 2021 – Toronto, ON – Lactalis Canada, the Canadian dairy leader behind iconic brands like Cracker Barrel and a subsidiary of France-based Lactalis Group, is pleased to launch a new marketing campaign from Cracker Barrel cheese aimed to further strengthen its brand equity and Cracker Barrel’s position as the #1 Natural Cheese Brand in Canada1 as well as drive loyalty amongst the trend-adopter audience.
Live this month in both English and French Canada, the new campaign provides a refreshed take on the previous fun and spirited Cracker Barrel “Kitchen Swagger” television spot centered around cheese loving heroes experiencing “mic-drop” moments in the kitchen and the “swagger” they showed when using Cracker Barrel cheese.
The new campaign once again highlights the unabashed cheese lover who isn’t afraid to flaunt the pride they have when using Cracker Barrel Cheese – whether that means boldly strutting down the office corridors with an oversized cheese snack or being so immersed in their cheese moment that innocuous camera flashes make them feel like an adored celebrity on the red carpet. With Cracker Barrel’s irresistible taste, inventive flavours and convenient formats, the proud hero’s confidence is undeniably palatable even if others may look on with confusion and amusement.
“Cracker Barrel has always been the disruptor in the category and the first to come to market with inventive flavours and formats and we wanted this campaign to echo that,” said Sabrina Zollo, VP Marketing of the Cheese & Tablespreads division at Lactalis Canada. “We know that cheese is loved by most Canadians, but Cracker Barrel is more than just that and we wanted to connect with our consumers on an emotional level so we can continue to be the most loved natural cheese brand.”
The :30 second English and French-language ad has launched nationally across major platforms and will be featured during prime-time channels this fall. Adaptations of the ad will also run across social media and in-store signage at leading grocery chains across the country in October.
Watch Cracker Barrel’s new campaign here.
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About Lactalis Canada Inc.
With 140 years of brand heritage, Lactalis Canada (formerly Parmalat Canada) is committed to enriching and nurturing the lives of Canadians by producing nutritious and great tasting dairy products. The company directly employs 4,000 Canadians, supports hundreds of farming families and contributes to the livelihoods of thousands of Canadians who provide essential services to Lactalis Canada’s more than 30 operating sites including 19 manufacturing facilities. The company’s iconic brands include Cracker Barrel, Black Diamond, P’tit Québec, Balderson, Cheestrings Ficello, aMOOza!, Astro, siggi’s, Stonyfield, IÖGO, IÖGO nanö, Olympic, Lactantia, Beatrice, Galbani, and Président. Lactalis Canada is a subsidiary of Lactalis Group, the world’s leading dairy group, headquartered in Laval, France. For more information, visit www.lactalis.ca.
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Media Contact:
Sarah Sutton
Manager, Corporate Communications, Lactalis Canada
c: (437) 249-2730
Source: westerngrocer.com