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The Buntin Group | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone (615) 244-5720
Main Fax (615) 256-5539
Primary Address
716 Division Street
Nashville, TN 37203-4758
USA

The Buntin Group Contacts

Contacts (5/32)
Name Title State
Jeffrey B. Chairman TN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (615) 244-5720
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 716 Division Street
Nashville, TN
37203-4758
USA

Jeffrey B. President & Chief Executive Officer TN
Kathy C. Executive Vice President & Chief Insights Officer TN
Debbie G. Board Member TN
Howard G. President & Chief Operating Officer - Out-of-Home Division TN

Client Relationships


Brand Service From To Media Spend
**** *** *****, ***. OOH media buying & planning 2006 present *******
********* ****** ****** Creative & Branding 2012 present *******
**** * Media Buying, Media Planning 2008 present *
**** * Media Buying, Media Planning 2008 present *
**** **** Digital, Media Buying, Media Planning 2016 present *

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WinmoEdge

Score 64 - On the Brink: Cracker Barrel expanding Hispanic advertising nationally, revamping OOH


During Q3, CB also launched a five-week national cable ad campaign (March 20 - April 24, per iSpot). The messaging for the campaign, she said, focused on both CB's restaurant and retail experience, and also highlighted CB's daily lunch price point message. For its summer marketing, CB is running eight weeks for national cable ads, including five weeks of Hispanic advertising. Summer messaging will support its Campfire promotion and CB's value proposition. The summer campaign launched on May 16 and should continue through July 11.

Lastly, Cochran mentioned that CB recently began the refresh of its billboard program "with plans to update our more than 1,600 boards with new messaging and new creative highlighting our everyday affordability, our product quality and our core menu offering." During Q4, CB will leverage its partnership with the Country Music Association Music Festival in order to increase consumer engagement. 

Sellers - CB also ran three TV flights from October to December last year, so while it might be too late to secure revenue in the current campaign, look a little further out for dollars here. Keep in mind that Hispanic advertising is now national, so there should be increased dollars. The same ad pattern applies to digital ads, meaning dollars should be available in these channels through the balance of the year. VAI in February, due to our self-imposed time constraints, but Hoffman's promotion puts it back on the list. 

 The Buntin Group handles outdoor media buying and planning.

Agency readers - Don Hoffman was promoted to marketing SVP in April, replacing Chris Ciavarra, who stepped into the role of marketplace and product development VP for the company. Marketing promotions do not usually signal immediate roster change, but Hoffman could choose to put his own stamp on CB's marketing now that he is in charge. 

Additional Information

National TV Spend: For the two ad flights this year, CB has spent $5.5 million - up from $4.4 million spent during the same period 2016. Both of 2017's flights have included two spots - an English and Spanish-language version. See

For CB's last full fiscal year (Aug. 1, 2015 - July 31, 2016), the chain spent $14 million on advertising. The current fiscal year, which closes July 31, has seen CB spend only $11.9 million so far, but the current campaign will likely get numbers above last year's.

Digital Breakdown: According to Pathmatics, CB has spent $585,800 (23 million impressions) on digital display ads so far this year - up from $82,000 (9 million impressions) for the same period last year. In 2017, ads have mainly been split between desktop (61%) and online video (36%) and have almost all been placed site direct.

Top 2017 ad destinations include: realsimple.com, health.com, myrecipes.com, iheart.com and cookinglight.com.

For the current fiscal year so far (about one month left to go), CB has spent $875,600 (44.3 million impressions). For the year prior, only $161,500 was spent in this channel (19 million impressions). As with TV spend, CB has traditionally run a digital ad flight from October to December.

CBRL Group Inc.
305 Hartmann Dr. 
Lebanon, TN 37087 
(615) 444-5533 

Don Hoffman 
Senior Vice President, Marketing
(615) 444-5533 
don.hoffman@crackerbarrel.com

Katie McAfee
Associate Director, Field Management - The Buntin Group
​KMcAfee@buntingroup.com

Karen Sandquist
Connexions Manager - Havas Media
karen.sandquist@havasmedia.com

Shawn Mulroney
Vice President, Account Director - Havas, Chi
(312) 640-6800
shawn.mulroney@havasmedia.com