Dive Temporary:
- Cracker Barrel Outdated Nation Retailer is hoping to gin up curiosity in its new rewards program with assist from model ambassador Dolly Parton, in line with a information launch.
- The partnership, which aligns with the discharge of the nation artist’s newest album, “Rockstar,” will give members of the rewards program the possibility to win considered one of 667 rocking chairs that had been designed with assist from Parton by means of Dec. 4.
- The Dolly-themed decor will even be obtainable to buy by means of Cracker Barrel’s on-line store, as will different merchandise, together with copies of “Rockstar.” Parton moreover seems in a brand new spot touting the rewards program and teasing a observe off of “Rockstar,” which hits cabinets Nov. 17.
Dive Perception:
Cracker Barrel is enlisting the assistance of nation music royalty to draw extra members to a Cracker Barrel Rewards program that launched in September. The loyalty platform, obtainable through the chain’s cellular app and on-line, operates on a Pegs level system impressed by the peg sport discovered at its eating places, which double as old school present retailers. The providing additionally acknowledges particular events like birthdays and supplies prospects entry to digital experiences and different alternatives, comparable to Dolly-themed items.
The “Rewards that Rock” marketing campaign seeks to capitalize on curiosity in Parton’s first rock album, out subsequent month. The “Jolene” singer final 12 months prompted a stir by declining a nomination for the Rock & Roll Corridor of Fame, claiming she didn’t really feel she had “earned” the appropriate, having by no means launched a correct rock report. Not lengthy after, Parton reversed course, deciding to just accept the respect and later performing on the induction ceremony. “Rockstar” builds on that recognition and will give Cracker Barrel a lift as Dolly followers anticipate one other milestone within the singer’s decades-long profession.
In new adverts, Parton seems in glam black-and-gold apparel becoming the rock star theme. Driving as much as a Cracker Barrel retailer on a bike, she orders meals and makes use of the cellular app model of the marketer’s rewards program as a voiceover explains a few of its perks, all soundtracked by an unique minimize from “Rockstar.”
Cracker Barrel and Parton have beforehand collaborated, together with for a efficiency across the Macy’s Thanksgiving Day Parade in 2020. Parton has incessantly landed within the broader cultural highlight lately. The musician performed a task in funding and selling Moderna’s COVID-19 vaccine throughout the pandemic and rewrote her traditional music, “9 to five,” for a Tremendous Bowl advert for the website-builder platform Squarespace in 2021.
