Dolly Parton's Arrival at Cracker Barrel Marks the Dawn of a 'Rockstar' Era in Rewards

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Cracker Barrel Old Country Store is hoping to gin up interest in its new rewards program with help from brand ambassador Dolly Parton, according to a news release.

In conjunction with the release of the country artist's latest album, "Rockstar," a partnership has been formed that offers members of the rewards program a chance to win one of 667 rocking chairs. These chairs were specially designed with assistance from Parton and the promotion will run until December 4th.

Furthermore, customers will have the option to purchase Dolly-themed decor, as well as other merchandise, including copies of "Rockstar," through Cracker Barrel's online store. Parton will also make an appearance in a new advertisement promoting the rewards program and giving a preview of a song from the album, which will be available for purchase on November 17th.

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In order to attract more members to its Cracker Barrel Rewards program, Cracker Barrel is enlisting the help of country music royalty. The loyalty platform, which launched in September and can be accessed through the chain's mobile app and website, operates on a Pegs point system that is inspired by the peg game found at Cracker Barrel restaurants. These restaurants also double as old-fashioned gift shops. The rewards program not only acknowledges special occasions like birthdays but also provides customers with access to digital experiences and other opportunities, including Dolly-themed goods.

The "Rewards that Rock" campaign aims to capitalize on the excitement surrounding Parton's upcoming debut rock album, set to release next month. Parton caused a stir last year when she declined a nomination for the Rock & Roll Hall of Fame, stating that she felt she hadn't "earned" the right, as she had never released a proper rock record. However, she later changed her mind and accepted the honor, even performing at the induction ceremony. With "Rockstar," Cracker Barrel hopes to ride the wave of recognition and attract Dolly fans who are eagerly anticipating another milestone in her illustrious career.

Parton makes a stylish appearance in new ads, donning glamorous black-and-gold attire that perfectly complements the rock star theme. Arriving at a Cracker Barrel store on a motorcycle, she effortlessly places her food order and showcases the benefits of the marketer's rewards program through the mobile app, all set to the backdrop of an exclusive track from "Rockstar."

This collaboration between Cracker Barrel and Parton is not their first, as they previously joined forces for a performance during the Macy's Thanksgiving Day Parade in 2020. Parton has been a prominent figure in popular culture in recent years, notably contributing to the funding and promotion of Moderna's COVID-19 vaccine during the pandemic. Additionally, she rewrote her iconic song "9 to 5" for a Super Bowl ad promoting the website-builder platform Squarespace in 2021.