Care It Forward

Cracker Barrel demonstrates how we can care for one another featuring emerging and established artist mentorships through the #CareItForward program.

  • Branded Content
  • Digital
  • Music Licensing
  • Paid Media
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

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

What We Did

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.

The Results

Social support from all participating talent

An original song inspired by the story of a couple Shane McAnally met at Cracker Barrel

Top performing video “Lean on Me”

314 earned media placements

+1.8 billion impressions


Interview: Brittney Spencer talks about Cracker Barrel’s ‘Care It Forward’ program Read More

Shane Mcanally, Cece Winans & more find purpose in Cracker Barrel’s Care It Forward initiative Read More

Shane McAnally and Kylie Morgan Collaborate on ‘Growing Young’ — a Song Born from a Real-Life Couple’s Love Story Read More

Exclusive: Tauren Wells Reflects On Being Mentored By CeCe Winans Through Inspirational ‘Care It Forward’ Program Read More

How CeCe Winans, Jennifer Nettles and Shane McAnally Are Paying it Forward to Other Artists Read More

Related Work.

Off to Prom 1.0

Journeys, in partnership with Converse, owned the prom space through a multi-phase campaign…

  • Event Activations
  • Publicity
  • Strategy
  • Talent Procurement

Contact Us.

Let’s talk about a project or brief, an open position or to simply get in touch