Cracker Barrel partnered with three different marketing agencies on its controversial rebranding, according to a March 2025 press release.

According to the release on Cracker Barrel’s website , the company brought on marketing and PR firms Viral Nation, Prophet and Blue Engine as part of what it called a "bold strategic transformation to revitalize its iconic American restaurant brand."

It is unclear how much influence each firm had on the rebranding — or which, if any, was responsible for the heavily criticized new logo. A version of the release also appears on Viral Nation's website.

"Cracker Barrel Old Country Store, Inc. announced it has appointed industry-leading agencies to support its brand refresh, an important milestone in Cracker Barrel's journey to strengthen its connectio

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