Five Decades, One Voice

Cracker Barrel's 50th Anniversary supported female country music industry icons, today’s most successful artists, and the next generation of Talent.

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

The Challenge

To celebrate the company’s 50th anniversary, Cracker Barrel Old Country Store aimed to drive and sustain awareness by paying homage to its long history in music while setting the tone and paving the way for the next five decades to come. During a key time period that involved a high-profile new product launch, the brand needed to remain top-of-mind and sustain relevancy over an extended period of time to bolster their sales with authentic and innovative marketing efforts.

What We Did

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.

The Results

Cracker Barrel’s Top Performing Music Campaign of All-Time

433M Media Impressions

18.7 Social Impressions

6.5M Social Media Views

3.4M Minutes of Content Watched

“Watch Trisha Yearwood perform ‘Every Girl in This Town’ live on TODAY” Read More

“Country’s biggest female stars band together for equal representation” Read More

“Little Big Town, Ingrid Andress Cover Dixie Chicks for Women in Country Campaign” Read More

“Hillary Scott and Bailey Bryan Cover Dolly Parton’s ‘9 to 5,’ Discuss Supporting Females In Country Music: Exclusive” 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.