Care It Forward

Create exclusive branded content to reach new and current audiences and build brand association with Cracker Barrel’s secret ingredient, care.

FlyteVu identified and secured the legendary artists and songwriters Cece Winans, Jennifer Nettles, and Shane McAnally along with rising stars, Tauren Wells, Brittney Spencer, and Kylie Morgan to capture exclusive performances and collaborations. The special performances and editorial content rolled out on a weekly cadence across Cracker Barrel’s owned social platforms throughout the summer. The content was themed around #CareItForward, a term coined for this campaign that encourages everyone to show care for one another and recipients of that care to pass it on and focused on mentorship and acts of care between these legendary artists and the up-and-coming talent. The content established and strengthened the association of caring for one another and emphasized Care as a key element of the Cracker Barrel brand. The artists and their mentees performed never-before-seen collaborations singing originals, covers, and, for one pair, an original song about the love story of a couple that Shane McAnally met at Cracker Barrel, uniquely written for this campaign. The program was supported through Cracker Barrel’s and talents’ social media posts, digital paid media, and PR efforts surrounding the core program and additional moments of care inspired at or by Cracker Barrel.