Cracker Barrel Cheese
Client: Kraft Heinz (USA) // Agency: Publicis Toronto for Leo Burnett Chicago // Date: 2019
The Team: Annya Hamman, David Haan, Maddie Brown
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 creativity, UX writing chops, and an understanding of SEO to ensure all 16 pages made it through development without a hitch.
(Incidentally, the “blocks” pun on the Our Story page survived every round of client feedback, and I’ll never apologize for it.)