Portfolio

The HoneyBaked Ham Company

How we unwrapped the sweet spot on the world’s favorite Ham.

Client: 

The HoneyBaked Ham Company

Problem: 

Since 1957, HoneyBaked had a featured place at the table for special family occasions. But when HoneyBaked's patent for spiral-sliced hams expired, the company saw more competition and a decline in market share. The company asked Brogan & Partners to reintroduce the HoneyBaked brand to a newer, Internet generation while maintaining their loyal customer base.

Solution: 

Optimizing a 21st century marketing strategy and tapping into the strong emotional connection families have for the beloved HoneyBaked brand, we found the sweet spot. Our marketing effort has resulted in increased holiday web traffic by more than 104%, increased coupon redemptions, a 3700% growth in VIP customer email database and increased sales despite the down economy.

How we came up with a game plan to win over HoneyBaked fans.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company was seeking opportunities to encourage and increase engagement on their Facebook page—not just at the holiday season, but all year round.

Solution: 

Brogan & Partners worked with The HoneyBaked Ham Company to develop a strategic social media marketing plan to keep customers engaged and grow their page. We researched audience demographics, interests and purchasing behavior to come up with the best mix of posts including organic and paid promotions  to reach the target audience. We used gamification and giveaways to increase page growth and page engagement.

The content involved an assortment of branded posts, including giveaways and games like puzzles, contests and trivia. The HoneyBaked Ham Company’s average monthly engagement rate doubled, with gamification-style posts seeing on average of an 8-11% engagement rate and giveaways seeing an average engagement rate of 11%.

How we turned a Ham into a popular pin-up.














Client: 

The HoneyBaked Ham Company : Pinterest

Problem: 

HoneyBaked wanted to introduce their newly launched Pinterest page, build awareness and quickly gain followers.

Solution: 

Brogan leveraged the holiday season and the “12 Days of Christmas” story to create a visual holiday bulletin board for its target audience. Fans could enter a sweepstakes to win a $250 HoneyBaked gift certificate by creating a holiday Pinterest board including a repin of the sweepstakes pin below. This two-week promotion generated a solid base of over 2,100 followers. Fans responded with 222 entries, 300 repins of the sweepstakes pin and hundreds of “likes” on all sweepstakes board pins. New awareness and new fans—the perfect holiday gift for our HoneyBaked client. And to sustain engagement, we continued to populate the HoneyBaked Pinterest board with recipes and original  content tailor-made to our Pinterest audience.

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How we hopped up the Easter season for HoneyBaked Ham.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company has enjoyed great enthusiasm for their Facebook fan page. Keeping interest up and growing fan numbers is an ongoing challenge. With Easter approaching, we needed to engage fans and generate more excitement for this strong peak holiday.

Solution: 

Brogan worked with the movie “HOP” and Universal Studios to launch “HOP Into HoneyBaked.” Facebook fans entered for a chance to win $7,250 in prizes;  100 lucky fans would win a copy of the film. The agency worked to promote fan excitement and chatter leading up to the winner announcement via Facebook Engagement Ads and status updates.

The sweepstakes generated over 40,000 entries and more than 101,000 visits, plus happy, hoppy winners and value-added savings for HoneyBaked fans.

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How we helped HoneyBaked foil breast cancer.

Client: 

The HoneyBaked Ham Company

Problem: 

HoneyBaked wanted to build goodwill among its customers by leveraging a strategic cause marketing partnership with the National Breast Cancer Foundation (NBCF) to support breast cancer awareness (and boost sales) during October 2013.

Solution: 

To generate buzz around the HoneyBaked Foils Breast Cancer campaign, Brogan created a central campaign landing page on honeybaked.com that showcased all seven ways HoneyBaked was supporting breast cancer awareness during the month of October. Brogan leveraged social media to uniquely spread awareness and educate consumers about the National Breast Cancer Foundation’s vision. Through the Facebook and Pinterest pages, HoneyBaked shared inspiring visual quotes and breast cancer facts to encourage fan/follower engagement. One of the main elements of the campaign was the HoneyBaked Foils Breast Cancer giveaway, where HoneyBaked gave away 100 dinners during October—(20) $75 HoneyBaked gift cards per week for five weeks. By connecting HoneyBaked’s reputation for comfort food and the breast cancer community’s need for comfort, HoneyBaked Facebook fans could nominate a friend or loved one who was currently going through breast cancer treatments to win one of the free dinners. The winners were randomly selected every Friday. 

The month-long promotion led to an increase of more than 5,900 net new Facebook fans, a board following of 1,570 Pinterest followers, 800 entries into the giveaway, opt-ins to HoneyBaked emails and increased goodwill across social media channels and in-store.

How we increased The HoneyBaked Ham Company's appetite for social media.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company hung its hams, turkeys and sides on family tradition—and traditional media during key holiday seasons—Easter, Thanksgiving and Christmas. A family company, governed by multiple division operations across the country, they recognized a need to identify a unified strategy. Also, competitors and consumers were migrating to social media. "Traditional" was at risk of becoming "out-of-touch."

Solution: 

Brogan & Partners researched how women were using social media. In 2010, 72% of women used social networks to learn about and comment on new products. Also, 80% of women had become fans of products or brands on Facebook. HoneyBaked was sold. The divisions agreed to put the brand on Facebook to share information, advice and special offers. Within the first year of launch, the Facebook Fan page grew by 897% to 44,588 Fans. HoneyBaked experienced increased coupon redemptions, and we ignited a daily conversation with new, loyal customers. Yum!

Free Download: How we create marketing that clicks whitepaper.

 

How Brogan set The HoneyBaked Ham Company's Facebook fan numbers on fire.

Client: 

The HoneyBaked Ham Company

Problem: 

HoneyBaked was off to a great start with an outstanding number of Facebook fans. What about growing the numbers? And what about keeping interest up during the off-season?

Solution: 

The agency created a series of five random giveaways, driving fans to a "HoneyBaked on the House" web page. Teaser status updates and Facebook Engagements ads helped spread the word. With prizes ranging from 200 Free Lunches, 50 FREE Turkey Breasts and 100 FREE Heat & Share Sides, this limited time offer required fans to act fast – and they did, gobbling up the giveaways within minutes. Fan excitement and chatter on the page resulted in as much as a 45% lift in Fans during promotional periods.

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Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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