A video featuring Cracker Barrel’s Uncle Herschel has gone viral, amassing over 500,000 views on X. In the clip, the animated character sings “Awakened, Broken and Broken,” as the company launches its new logo, much to the dismay of customers.
“Why would the brand decide to commit brand suicide? Just leave me with the old logo,” Uncle Herschel sings in the video.
In a somewhat humorous twist, Uncle Herschel is shown laughing amid a chaotic scene featuring cracker barrels.
“Hey Wall Street! Politics and sex should not concern you, so just leave me be,” he continues.
This video comes after Cracker Barrel, known for its Southern cuisine, revamped its image, replacing its vintage decor with fresh white paint and removing beloved farm figures from its logo. This move sparked significant backlash.
Recently, the company’s market value took a $100 million hit after a customer criticized the brand for lacking authenticity. Additionally, former President Trump chimed in, calling for a return to the original logo and labeling it a mistake.
The video, which has gained traction with over 600,000 views, also targets various brands whose policies have sparked outrage, encouraging them to reassess their approaches.
“Calvin Klein says it’s trendy to be morbidly obese,” Uncle Herschel declares, poking fun at corporations.
“The greedy banks lecture me on morality. Is any of it true?”
He further muses about beer brands, cynically remarking that Budweiser’s new marketing ploy around the “Queen of Beer” isn’t really for him.
The lyrics address Nike’s controversial ads and Colin Kaepernick, who famously protested during the national anthem. They also reference Bud Light’s campaign featuring a trans influencer, along with other brands like Ben & Jerry’s taking political stances and Target’s children’s Pride clothing line.
The song even critiques American Eagle’s provocative marketing, which toyed with words related to denim and the appearance of certain actresses.
Critics have taken to social media, claiming that such advertisements perpetuate harmful ideologies.
“I focused on selling Ohio screens and beans and mentioned Sydney Sweeney has some great jeans,” Uncle Herschel jokes.
Brett Craig, an ad executive behind the video, originally shared it. His company, XX-XY Athletics, advocates for banning trans athletes from women’s sports.
Neither Craig nor Cracker Barrel have yet provided comments regarding the video.
Last week, Cracker Barrel made a somewhat weak apology, acknowledging that “we don’t always get it right initially, but we strive to listen to our guests and staff.”
The Tennessee-based chain has vowed to maintain its trademark rocking chairs, fireplaces, and nostalgic décor.
Just the previous week, the company announced the return of Uncle Herschel’s favorite breakfast platter after a two-year hiatus.
However, many customers found the apology insincere. They felt the brand “discarded Uncle Herschel” without accountability.
“Own your decisions and stop with the excuses,” one commenter urged on Instagram.
Another user said, “The worst insult to a customer is pretending to listen while completely disregarding concerns.”
Yet another suggested, “Someone should open a new chain called Uncle Herschel and fill it with gifts like a cracker barrel.”
