Cracker Barrel celebrates the unifying effect of cheese in workplaces with campaign via Havas Melbourne

Cheese brand Cracker Barrel is taking on some ‘Snacktivism’ by providing more than 7,500 free snack packs to workplaces in Sydney and Melbourne.

The campaign sets out to unite colleagues over their love of cheese and acknowledge the positive impact sharing snacks on Fridays can have on working relationships.

Cracker Barrel is celebrating the way snacking on cheese can unite colleagues in the workplace

The campaign was backed by Cracker Barrel’s commissioned ‘The Facts on Snacks’ research, which found that 70% of Australians think that Friday snacks enhance connections with colleagues.

Created by the Havas Melbourne ‘Village’ and supported by co-working space, Hub Australia, paid media will appear across OOH, social media, office tower lift digital screens and guerilla marketing.

The campaign’s slogan is ‘Stop working, Start snacking’

Supporting Cracker Barrel’s brand positioning, the campaign slogan is ‘Stop working, Start snacking’.

Mike Murray, head of marketing at Saputo Dairy Australia, said: “This campaign encouraged all employers and employees to introduce and enjoy Friday snacks as we know snacking brings people together.

“We’re passionate about fostering connectivity and helping colleagues become friends in workplaces across the country and this campaign provides a strong foundation to move in that direction.”

Damian Royce, executive creative director, Havas Melbourne, said: “Our idea was created from an ambition to connect more people with the brand in a meaningful way. We found that we could achieve this in the place most adult Australians spend their day – the workplace.

“The Facts on Snacks report confirmed our insight that the best thing about our jobs are the people we work with. However, busy schedules and communicating through devices often makes it harder to connect with colleagues effectively. Snacktivism is a fun way to encourage people to take a break, step away from their desks and socialise with their colleagues over Cracker Barrel cheese.”


Client: Cracker Barrel, Saputo Dairy Australia Pty Ltd
Head of Marketing: Mike Murray
Senior Brand Manager: Tracy Wong
Assistant Brand Manager: Rebecca Duncan

Agency: Havas Melbourne
Media: Havas Melbourne
PR: Red Havas Melbourne
Social media community management: Tiger Pistol


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