HomeWorkPersonifying Retail to Drive Holiday Shopping


Cracker Barrel was nearing another holiday season—and we had a major perception shift to pull off: This country store is more than a place to feast on festive fare; it’s a place to shop festive decor, too. With a clear directive, we set out to amp up their holiday retail sales.


We immersed ourselves in the holiday spirit by getting to know Cracker Barrel retail consumers on a personal level. And we learned quickly that a hybrid approach to a retail strategy was going to best connect with our audience.

Knowing how personal holiday decor can be, we created holiday style profiles for the brand’s four collections, each reflecting shoppers’ unique personalities. Then, we gamified Christmas, leveraging both in-store and digital efforts to help folks find their holiday style—and ultimately bringing major awareness to the Cracker Barrel’s holiday selection.


By elevating retail products with personified collections, we engaged customers throughout the hybrid shopper journey, delivering boosted retail sales tied with a bow. Scoot over, reindeer games.


  • Concepting
  • Integrated Campaign
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  • Art Direction
  • Copywriting
  • Retail Strategy
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