Cracker Barrel at the Big Game
2025
Cracker Barrel
Our Work
Activation/Brand Experience, PR, Influencer, Social Media
The Project
Overview
During the biggest sporting event of the year, Cracker Barrel Cheese executed a bold, multi-faceted campaign, blending AI delivery robot technology with high-profile brand activations and media integrations to break through at one of the largest cultural moments. To further promote the brand and activation, Konnect Agency partnered with former professional football player, actor, and television host Anthony “Spice” Adams, who shared his favorite game-day snacking tips.
Conclusions
Final Reflections
Featuring sampling activations at the largest media event of the year, Radio Row, and Maxim’s Saints and Sinners party, Cracker Barrel Cheese’s activation redefined game-day snacking in a historic way. Konnect also coordinated an integration at the Super Bowl Fan Experience, which featured a branded 15-second reel on Boxxtech and sampling to an additional 10,000 people, to further maximize visibility to thousands of attendees.
Cracker Barrel at the Big Game