Cracker Barrel Cheese

Client: Kraft Heinz (USA) // Agency: Publicis Toronto for Leo Burnett Chicago // Date: 2019


The Brief:

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.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google