The Buntin Group | Agency Profile, Contacts, AOR, Client Relationships
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- (615) 244-5720
The Buntin Group Contacts
|Kathy C.||Executive Vice President & Chief Insights Officer||TN|
Sample of Related Brands
|Jeffrey B.||President & Chief Executive Officer||TN|
|Janet M.||Co-President, Chief Strategy & Operations Officer||TN|
|Dave D.||Co-President & Chief Creative Officer||TN|
|Brian H.||Executive Vice President, Strategic Initiatives & Director, Operations||TN|
|*****'*, ***.||Media Buying, Media Planning||2020||present||********|
|**** *** *****, ***.||OOH media buying & planning||2006||present||*******|
|******'*||Media Buying, Media Planning||unknown||present||*******|
|******||Creative, Media Buying||2010||present||******|
|******* **********||Creative, Media Buying, Media Planning, Social||unknown||present||*|
Momvertising Media Opps: Cracker Barrel taps new CMO amid coronavirus-related struggles (Score 72)
With most of its restaurants now open after temporary, pandemic-caused closures, Olive Garden brand. Her appointment will likely result in strategic shifts such as higher ad spend.
The coronavirus has hit CB hard; much of its business come from travelers, who are far less common right now. Its sales dropped by 36.5% (March) and then by 78.6% (April), per execs in its most recent earnings call. Hopefully, its new CMO can reignite its popularity and relevance.
According to iSpot's approximations, CB's current national TV commercials target millennial parents with a female skew, with top targeted shows including Law & Order: Special Victims Unit, Morning Glow, The Big Bang Theory, All Elite Wrestling: Dynamite and Mom. A YTD national TV spend of $9.7m marks a 36% decline from the $15.2m spent by this point last year. CB's full 2019 spend grew by 74% to $23.5m from $13.5m in 2018.
Likely due to the global pandemic, Adbeat estimates CB only allocated $85.8k toward digital display from August 2019-2020, a fraction of the $312.6 spent from August 2018-2019. Most of the past year's spend went toward YouTube videos ($72k).
Along with the aforementioned channels, CB invests in social media and billboards. Its ongoing digital spend focus isn't reflected in its digital display ad spend, so we assume that money is going into other digital channels such as paid social and/or OTT. The country store and restaurant is already pretty well-established among Gen-X and boomers, so it seems to be focusing more on millennials and Gen-Z, particularly moms. CB's spend tends to spike in Q2 and Q4. It is also promoting Maple Street Biscuit Company, a promising brand which it acquired earlier in 2020.
Agency & martech readers - This new CMO will likely conduct agency reviews; get on her radar soon. Your competition will include Edelman (PR assistance).