If Cracker Barrel has their own McRib, it’s their foil-wrapped Campfire Meals. Folks get EXCITED for them. So we introduced their fans to the Foilthusiast Family whose passion for these meals is at the next level. Then we took the awareness campaign to the next level by encouraging people to #GetCampfiredUp for the meals’ return by wrapping whatever they could find in foil. And they did.

Cracker Barrel sold so many they ran out of chicken halfway through the promo. The following year we even had to print disclaimers on all the menus.

I also played producer on the Foilthusiast Family shorts, pulling the cast from friends in the improv community.