Recognizing the relevant cultural conversation surrounding a lack of radio airtime for female country artists, Cracker Barrel was able to draw on a longstanding track record of supporting women in country music to establish the brand as an authentic voice in the conversation. FlyteVu was able to help the brand leverage its golden anniversary as a moment to authentically recognize the brand’s dedication to female music talent, and lend a voice to help elevate the next generation of inspirational talent. With the blessing of the legendary Loretta Lynn, who lent her voice to narrate the official announcement video, FlyteVu created “Five Decades, One Voice”, an earned media-centric, music-focused program pairing legendary female country artists with emerging female artists all in support of Cracker Barrel’s five decades of music. The program tasked female pillars in the country music industry, Karen Fairchild and Kimberly Schlapman of Little Big Town, Brandi Carlile, Trisha Yearwood, and Hillary Scott of Lady Antebellum with selecting an emerging artist or songwriter for a once-in-a-lifetime mentorship opportunity. The mentors shared their wisdom and musical talent with young artists Ingrid Andress, Tenille Townes, and Bailey Bryan, as well as songwriters Caitlyn Smith, Connie Harrington and Erik Dylan. A special highlight was a guest appearance by another true female trailblazer in country music, Tanya Tucker, who joined Brandi Carlile and Tenille Townes on a cover of her hit “Delta Dawn.”
To continue the momentum, the brand honored the legendary Loretta Lynn with its 2019 Cracker Barrel Country Legend Award for her role as a trailblazer for women in country music. The presentation was captured by CMT and featured on their “Hot 20 Country Countdown.”
To further drive a lasting impact, the proceeds from selling a compilation album featuring the artists of “Five Decades, One Voice” across all Cracker Barrel Old Country Stores nationwide went to support the national 501(c)(3) She is the Music, and funded an all-female songwriting camp in Nashville, TN.
The relevancy of the topic and the talent behind the program led to an earned media opportunity for Trisha Yearwood to kick it off with a performance of “Every Girl in This Town” on the Today Show. In addition, Tenille Townes performed on and hosted Cracker Barrel’s float at the Macy’s Thanksgiving Day parade.