There’s Comfort In Giving

Cracker Barrel partners with Sony Music Nashville to donate over 15,000 meals to healthcare workers fighting on the frontlines of COVID-19.

  • Paid Media
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

Create a campaign that brings awareness to Cracker Barrel’s support of healthcare heroes during the COVID-19 pandemic and encourage consumer participation  through talent partnerships.

What We Did

FlyteVu developed “There’s Comfort in Giving”, a consumer-facing program to donate meals and pay-it-forward to healthcare professionals fighting on the frontlines of COVID-19. The brand initially committed to donate 5,000 meals and for every $10 in e-gift cards purchased, Cracker Barrel donated an additional meal to a frontline workers in HCA hospitals for an additional 10,000 meals. FlyteVu secured amplification in earned and social media by brokering a large-scale partnership with Sony Music Nashville to kick-off the program with a livestream by country music superstar Chris Young. In addition to Young, Sony Music Nashville artists Adam Doleac, Jameson Rodgers, Matt Stell, Mitchell Tenpenny, Niko Moon, Rachel Wammack, Robert Counts, Seaforth, and The Sisterhood Band also participated.  FlyteVu also secured Triple 8 Management artists Scotty McCreery, Eli Young Band and Pat Green, and Red Light Management duo Maddie & Tae. Each artist chose their preferred hospital close to their hearts to donate meals to and expressed their gratitude to many more with their support on social media.

In just five days, Cracker Barrel reached their initial goal of $50,000 in e-gift card revenue, ultimately increasing their goal to $100,000 to donate an additional 10,000 meals. The brand continued to exceed expectations and to date has donated over 15,000 meals.

The Results

17,226 meals donated to healthcare workers

61 artist social posts from talent partners

More than 60 million earned media impressions

4.3 million social impressions

1.6 million livestream views

Chris Young, Rachel Wammack and more say ‘Thank You’ to healthcare workers with Cracker Barrel’s ‘There’s Comfort In Giving’ Read More

“Chris Young helping feed healthcare workers in partnership with Cracker Barrel” Read More

“Sony Music Nashville teams with Cracker Barrel Old Country Store to help healthcare workers” Read More

Chris Young Performs At-Home Concert to Give Back to Medical Staff 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.