News Releases

CRACKER BARREL OLD COUNTRY STORE’S NEW ADVERTISING CAMPAIGN BRINGS COLORFUL, NEW LOOK TO NATION’S INTERSTATES

1,500 billboards will showcase bold images & Comin’ right up^TM messaging

LEBANON, Tenn. (November 22, 2006) – Beginning this month, Cracker Barrel Old Country Store, Inc. ("Cracker Barrel") will have a fresh look on the nation’s interstates as the company unveils a new billboard advertising campaign that communicates the brand’s unique experience. The new Comin’ right up^TM campaign reflects Cracker Barrel’s authentic country heritage and comfortable image of America’s home-away-from-home.

As part of a bold, new advertising strategy, Cracker Barrel will refresh the look of its outdoor advertising through colorful photography of its signature food and retail items. Created by The Buntin Group, the fresh design marks the first time in six years that Cracker Barrel has changed the look of its outdoor advertising. As one of the nation’s top billboard advertisers, Cracker Barrel will use color photography to showcase guest favorites like pancakes, biscuits, whole kernel corn, sweet baby carrots and green beans.

"Our research shows these images are highly motivating when a person decides where to eat," said Simon Turner, Chief Marketing Officer at Cracker Barrel. "The colorful photography will also highlight Cracker Barrel’s nostalgic family atmosphere with images of ice cream scoops, rolling pins, wooden spoons and classic tablecloth patterns."

Cracker Barrel’s nostalgic and unique shopping experience will be illustrated through images of peppermint sticks, checkerboards and the company’s exclusive CDs. There will also be a billboard in each Cracker Barrel market that recognizes Cracker Barrel for being voted "Best in Family Dining" for 16 consecutive years in the annual Consumers’ Choice in Chains poll conducted by Restaurants & Institutions magazine.

"Although this is a new look for Cracker Barrel, the campaign stays true to our authentic country heritage," said Turner. "People think of Cracker Barrel when they want good country cooking and friendly service. This campaign reminds travelers and our local guests that a comfortable experience is truly Comin’ right up^TM."

The new advertising campaign will keep the signature extension logo, and clear directional copy. Under the direction of Buntin Out-of-Home Media, nearly 1,500 billboards will feature the new creative by March 2007.

"Around the corner and around the country, people know Cracker Barrel as their home-away-from-home," said Turner. "Seeing our home-style food and unique gifts prominently displayed on our billboards will motivate people to come and eat at our family dinner table."

Media Contact:

Julie Davis
Cracker Barrel Old Country Store, Inc.
(615) 443-9266
jdavis@crackerbarrel.com