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Edelman Contacts
Contacts (5/39)
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Kaleigh C. | Creative Director | GA | ||||||||||||
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Rohan J. | Creative Director | GA | ||||||||||||
Sally H. | Senior Art Director | GA | ||||||||||||
Annie E. | Creative Director | GA | ||||||||||||
Diana S. | Content Director | GA |
WinmoEdge
Millennial Parents Opps: Cracker Barrel continues targeting younger families (Score 30)
Sales Lead: Per execs in its recent earnings call,
- The company's foot traffic among its typical target demographic, 65+ consumers, has taken a hit from Covid. This audience hasn't yet returned to its pre-pandemic visit levels, so CB will likely continue focusing on younger audiences.
- The company is primarily relying on targeted digital initiatives to reach younger families.
- The company will likely:
- Continue increasing digital spend
- Seek to outsource digital analytics and/or social media management services
- Target demographic:
- Millennial parents
- Though CB is primarily targeting millennial parents, it's also experiencing a high amount of foot traffic among Gen-X.
- CB's print media particularly targets Hispanic audiences.
- Millennial parents
Recent leadership shifts:
- In July, CB also selected Jacob Kirschenbaum as its new media planning and buying manager.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, CB has spent approximately $3m on national TV commercials, down 42% from the approximately $5.2m spent by this point last year.
- Last year: The company spent around $8.2m on this channel last year after having spent 38% more, around $13.3m, in 2020.
- 2022 ad programming: CB's 2022 commercials have targeted Gen-X watching shows such as Chicago Fire, The Tonight Show Starring Jimmy Fallon, America's Got Talent, Below Deck Mediterranean, and The Real Housewives of Beverly Hills.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $4.6m toward digital ads YTD, 44% more than the roughly $3.2m allocated within the same 2021 timeframe.
- YTD data: Since the beginning of 2022, CB has earned ~573m digital impressions via Facebook (88%), desktop video (6%), Instagram (5%), and desktop display (1%) ads.
- Last year: In 2021, the company's estimated full-year spend of $4.9m remained flat from that of $4.9m in 2020.
- Additional channel insights
- The company also utilizes OOH, radio, print (Hispanic magazines), and local broadcast.
Additional agency insights:
- Opportunity: I suggest getting in touch to see if CB needs new agency partners to handle digital analytics and/or social media management services.
- in 2021, so media and/or creative reviews aren't as likely.
- Current agency roster:
- Dentsu: Media and creative AOR
- : Media AOR
- : PR agency partner
Insight Sources: Broadcast insights estimated by Kantar.