Who is Uncle Herschel? Cracker Barrel’s Beloved Mascot at the Center of Logo Controversy

On August 2025, a video featuring Uncle Herschel, the old Cracker Barrel mascot, went viral online after the company removed him from its logo during a corporate rebrand. The animated video shows Uncle Herschel singing a parody song called “Go Woke, Go Broke”, which has already racked up more than 600,000 views on X (formerly Twitter).

In the clip, Uncle Herschel criticizes Cracker Barrel’s decision to replace its old-timey farmer-and-barrel logo with a cleaner, modern design. He is shown smiling by a barrel while Cracker Barrel’s stock price “goes up in flames.” The video connects the restaurant’s rebrand to a $100 million decline in company valuation and a growing wave of customer outrage.

Who is Uncle Herschel?

Uncle Herschel is not only a fictional character associated with Cracker Barrel’s branding but also the namesake of the “Uncle Herschel’s Favorite” breakfast platter, a popular menu item that recently returned after a two-year hiatus.

He has long symbolized Cracker Barrel’s Southern heritage — representing the traditional, family-style, and nostalgic atmosphere that customers associate with the chain. His removal from the company’s official logo was seen by many loyal diners as the loss of a cultural icon.

Why the Backlash?

Cracker Barrel’s modern rebrand replaced its vintage logo and rustic décor with minimalist white designs. Customers, however, accused the brand of abandoning its identity.

The viral parody song featuring Uncle Herschel mocked several companies accused of pushing “woke” politics — including Nike’s Colin Kaepernick ad, Bud Light’s Dylan Mulvaney campaign, Target’s Pride clothing line, and Ben & Jerry’s political statements.

It ended with a satirical line about American Eagle’s campaign featuring actress Sydney Sweeney, sparking even more debate.

Who Posted the Viral Video?

The parody video was created and posted by Brett Craig, an advertising executive at XX-XY Athletics, a sports apparel brand that opposes transgender athletes in women’s sports.

Craig’s version of Uncle Herschel portrays him as a voice for angry customers who feel brands should avoid politics and stick to food, products, and service.

Cracker Barrel Responds

Following the backlash, Cracker Barrel issued an apology, admitting, “We won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees.”

The Tennessee-based company also reassured fans that classic elements like rocking chairs, fireplaces, peg games, antiques, and gift shop items would remain part of the restaurant experience.

Still, many critics on social media dismissed the apology as “inauthentic”. Some suggested Cracker Barrel was “acting like they listen to customers but doing the opposite.”

One even joked: “Maybe someone can open a new chain, call it Uncle Hershell’s, and everyone will flock there while Cracker Barrel goes under.”

Uncle Herschel’s Place in Cracker Barrel’s Legacy

For many diners, Uncle Herschel represents more than a mascot — he embodies the nostalgic charm that made Cracker Barrel unique. While the company experiments with modern branding, the backlash suggests customers want the chain to protect its traditional identity.

The return of Uncle Herschel’s Favorite breakfast may soften some criticism, but the logo controversy and viral video prove that the farmer mascot still has a strong hold on customer loyalty.