Canadian Cracker Barrel Ads Position Brand As Go-To Choice

Cracker Barrel cheese is stuck in the middle. And not just when it comes to grilled cheese sandwiches.

The brand is not fancy enough for the deli case, where more expensive herbed goat cheeses and craggy blocks of parmigiano-reggiano live. But it commands a higher price than its neighbours in the dairy aisle. With harried shoppers increasingly making fast decisions that are largely based on price in that part of the store, Kraft Canada’s biggest cheese brand needed to reinforce a message of quality.

So this week, the company brought the brand to the airwaves after a nearly three-year absence, launching its first national advertising campaign in Canada.

To read the rest of the story, please go to: The Globe And Mail