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Through-hikers of the Appalachian Trail need to consume at on average 5,500 calories a day to maintain their initial weight. As a way to feed these hungry hikers, Cracker Barrel is creating a food truck designed to support the northbound travelers of 2019 with their famous southern comfort food. This 360 campaign targets the Appalachian Trail community and has comedic headlines drawn from southern idioms. The advertisements show photos of Cracker Barrel's classic dishes on the trail to preview a convenience and satisfying meal. With a slight rebrand of Cracker Barrel's logo, the look and feel of the advertisements and food truck portray southern comfort and adventure.