Cracker Barrel Cheese

Client: Kraft Heinz (USA) // Agency: Publicis Toronto for Leo Burnett Chicago // Date: 2019
The Team: Annya Hamman, David Haan, Maddie Brown




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 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.)