Cracker Barrel Cheese
Client: Kraft Heinz (USA) // Agency: Publicis Toronto for Leo Burnett Chicago // Date: 2019
Starting with their website, Kraft wanted to reposition Cracker Barrel cheese in the U.S. to be more premium and promote the products line’s “sharability” among Millennials (think: apartment wine and cheese parties).
I rewrote the old U.S. site’s content to be sophisticated, with language that spoke to the target without gettin' all hey-fellow-kids about it. The site required both creative and UX writing chops, to ensure all 16 pages made it through development without a hitch.
The “blocks” pun on the Our Story page survived every round of client feedback, and I’ll never apologize for it.