Cracker Barrel logo

Driving new people to the old country store

Cracker Barrel Old Country Store wanted to reach customers with an impactful digital campaign—but customers had differing needs, especially by generation. To reach across age groups, Epsilon-Conversant created a video-based campaign resulting in increased awareness and high engagement.

  • CrackerBarrel_01

    13K

    new site visitors in 4 weeks
  • CrackerBarrel_02

    2X

    higher than average video engagement rate
  • CrackerBarrel_03

    10%

    lift in email click-to-open rate
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The worst camper brings the best results

Epsilon-Conversant created a fully integrated campaign around a video series titled “The Worst Camper in the World,” including multi-touch emails featuring high-engagement content and links to the videos, real-time targeted social content via Facebook and Instagram feeds, a downloadable app, e-commerce links, location-based maps of the nearest restaurants and a countdown clock to the end of the promotion.

To build awareness, we also created animated banners and used anonymous location intelligence data to target individuals who had visited Cracker Barrel and other casual dining locations in the past. We also leveraged our contextual video targeting capabilities to reach millennials, boomers and retirees.

Epsilon and Conversant also provided important insight on some of our business challenges. It is money well spent when a partner thinks outside of the project confines—that is pretty rare.

Desiree Graham, Director of Restaurant Marketing, Cracker Barrel
Image of dessert from Cracker Barrel
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