Kraft Heinz Extends Cracker Barrel Brand Into Mac and Cheese

Cracker Barrel Marketing Plays on Awards to Win Over Diners

Published on

Editor's Pick

Kraft macaroni and cheese is getting a little bit of competition from its own company.

Kraft Heinz has this week begun promoting its Cracker Barrel macaroni and cheese, which hit shelves in February. The product is an extension of the cheese brand that's been around since the 1950s and is perhaps best known in the Northeast.

Cracker Barrel macaroni, which comes with liquid cheese, is positioned at a premium to Kraft's other boxed macaroni and cheese products, including the main brand with powdered cheese. The aim is to win over those consumers, including families with older children, who buy prepared macaroni and cheese from restaurants or refrigerated sections at grocery stores rather than shelf-stable packaged varieties.

A new campaign from CP&B called "Award Worth Winning" pokes fun at things that earn awards, such as spelling and dogs, while touting the awards that Cracker Barrel cheese has racked up over the years.

"With such an established reputation in the premium space, we saw an opportunity to extend the brand into the macaroni and cheese category to help us reach consumers who no longer shop the shelf-stable macaroni and cheese aisle," said Johnni Rodgers, brand manager, meal solutions.

CP&B is the creative agency on the project, with Starcom on media and Ketchum handling public relations.

Read more about the campaign over at

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Apr 11, 2016
Chief Creative Officer:
Ralph Watson
Kraft Cracker Barrel
Executive Creative Director:
Adam Chasnow
Mona Hasan
Art Director:
Stephanie Kohnen
Head of TV Production:
Kate Hildebrandt
Integrated Producer:
Annie Turlay
Owen Plotkin
Edit Company:
The Now Corporation, NY
Music and Sound Production:
JSM Music
Executive Producer:
Susie Boyajan
Executive Producer:
Joel Simon
David Wolfert
Joel Simon
Sound Mix:
Matt Miller
Lime Studios
Nancy Finn
CO 3
Flame Assistant:
Justin Monnier
Flame Artist:
Cecile Tecson
Wensen Ho
Executive Producer:
Robert Owens
Executive Producer:
Rhubie Jovanov
Stefan Sonnenfeld
Cara Lehr
Adam Van Wagoner
Post Production House:
Method Studios
Line Producer:
Joshua Goldstein
Executive Producer:
Nancy Hacohen
Executive Producer:
Dan Duffy
Director of Photography:
Kai Saul
Milana Vayntrub
Producton Company:
Hungry Man - LA

See more credits

Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age