- Cracker Barrel Old Country Store is hoping to gin up interest in its latest rewards program with help from brand ambassador Dolly Parton, according to a news release.
- The partnership, which aligns with the discharge of the country artist’s latest album, “Rockstar,” will give members of the rewards program the possibility to win one among 667 rocking chairs that were designed with help from Parton through Dec. 4.
- The Dolly-themed decor can even be available to purchase through Cracker Barrel’s online shop, as will other merchandise, including copies of “Rockstar.” Parton moreover appears in a latest spot touting the rewards program and teasing a track off of “Rockstar,” which hits shelves Nov. 17.
Cracker Barrel is enlisting the assistance of country music royalty to attract more members to a Cracker Barrel Rewards program that launched in September. The loyalty platform, available via the chain’s mobile app and online, operates on a Pegs point system inspired by the peg game found at its restaurants, which double as old-fashioned gift shops. The offering also recognizes special occasions like birthdays and provides customers access to digital experiences and other opportunities, similar to Dolly-themed goods.
The “Rewards that Rock” campaign seeks to capitalize on interest in Parton’s first rock album, out next month. The “Jolene” singer last 12 months caused a stir by declining a nomination for the Rock & Roll Hall of Fame, claiming she didn’t feel she had “earned” the appropriate, having never released a correct rock record. Not long after, Parton reversed course, deciding to accept the distinction and later acting at the induction ceremony. “Rockstar” builds on that recognition and will give Cracker Barrel a lift as Dolly fans anticipate one other milestone in the singer’s decades-long profession.
In latest ads, Parton appears in glam black-and-gold attire fitting the rock star theme. Driving up to a Cracker Barrel store on a bike, she orders food and uses the mobile app version of the marketer’s rewards program as a voiceover explains a few of its perks, all soundtracked by an exclusive cut from “Rockstar.”
Cracker Barrel and Parton have previously collaborated, including for a performance across the Macy’s Thanksgiving Day Parade in 2020. Parton has incessantly landed in the broader cultural highlight in recent years. The musician played a task in funding and promoting Moderna’s COVID-19 vaccine in the course of the pandemic and rewrote her classic song, “9 to 5,” for a Super Bowl ad for the website-builder platform Squarespace in 2021.
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