BMF Melbourne positions Cracker Barrel Vintage Cheddar as sharp taste for men of distinction
This month, BMF Melbourne and National Foods are releasing a series of print ads – to accompany radio – in a new campaign for a well-known Australian brand, Cracker Barrel Vintage Cheddar.
The idea positions Cracker Barrel as the sharp taste for men of distinction, featuring a man with unusually sharp taste – especially when it comes to cheese – and only one taste-bud.
Says David Klein, creative director of BMF Melbourne: “Cracker Barrel has always been known for sharpness and we want to reinforce this message in a fresh way. We think using the Baron will definitely do this.”
Listen to the radio spots:
Agency: BMF Melbourne
Photographer: Brock Elbank
Sound: Paul Le Couteur – Flagstaff Studios
Media Planning & Buying: Starcom Media Vest
Client: National Foods Limited
21 Comments
The super cool man idea feels a bit lazy and well worn to me. Visually it looks good, I will give them that.
Is he masquerading as ‘The most interesting man in the world’, or his younger brother? Certainly doesn’t have the finesse or taste of his brother. ‘Stay thirsty my friends!’
Dos not Equis
“I have an appointment with a biscuit.”
I chuckled.
Might a lady enjoy such a cheese?
ANNNNNNNNNNDDDDDDRRRREEEEEEEWWWWWWWWSSSSS
It looks similar to their Fruche work.
No @2:09 – this is strictly man-cheese.
I’d say the brief was to specifically target the highly lucrative, affluent male cheese eater demographic.
Anyway, the press is good (although has kinda been done before). Just a shame the radio makes the German Baron sound Latin…
http://yawn.com/seenitbefore/donemuchbetter.htm
Cheese is a kind of meat
Didn’t make me want to rush out and get some sharp Cracker Barrel cheese.
And I love sharp Cracker Barrel cheese.
What relevance does a stuck up Kraut Baron who hangs out in a bloody castle in Dracularsville got to do with the price of fish in Australia?????
Also you need to get your demographics right BMF…. it’s women who are the target audience for this stuff not male mannequins.
What a wasted opportunity on a dream brief.
Cracker or Limp Biscuit?
Mmmm… Cheeeeeeese.
It’s FMCG. And it’s good. Hats off.
Nice shots
Yes, i believe the good baron is unclean, he has cheese on the end of his sword.
BMF’s homage to great award winning campaigns of the past continues, this time with with, ‘the most uninteresting ripoff in the world.
The Most Interesting Man in the World campaign is purely based on Chuck Norris jokes anyway.
I dont mind these as they actually talk about the product.
These are very flat. Very boring.
Concerning given it’s pretty much all we’ve seen from BMF Melbourne.
Luv it luv it! I’d NEVER bought Cracker Barrel prior to these adds. HAVE to get hold of the latest add where the Baron tells us their is a maiden who wants his hand in “mariage”……….Great stuff. Well………..back to cutting my cheese!.