Since 2006, Brogan & Partners has had the privilege of advertising one of America’s favorite foods: HoneyBaked Ham. HoneyBaked’s willingness to experiment with a variety of different media and creative concepts has given us the chance to explore and grow as an agency—and grow HoneyBaked’s market at the same time.
The holidays are HoneyBaked’s bread and butter (and Ham and Turkey), so during the holiday season of 2008, we decided to get their message out very, very loudly . . . by screaming it. We created a TV spot featuring the Screaming Banshee, a popular character from Hallmark e-cards. The spot positioned HoneyBaked Ham as a tasty hero, rescuing stressed-out consumers from holiday overload. We even created a coordinating holiday e-card.
In 2010, we convinced HoneyBaked’s many divisions to collaborate on a national Facebook page. In the first year of its launch, the page attracted more than 40,000 fans, and this year, it reached the 100,000 fan mark. Starting with simple posts describing their delicious offerings, the page has grown to include games, contests, charitable promotions and more.
In 2012, we pinned down yet another new strategy for HoneyBaked: their Pinterest page. We launched it with a “12 Days of Christmas” sweepstakes, asking fans to re-pin our festive artwork to enter. By the end of the holidays, HoneyBaked had over 2000 followers.
Brogan and HoneyBaked’s latest venture: Their own holiday station on Pandora (HoneyBaked Holiday Radio). HoneyBaked may be a traditional favorite, but thanks to their willingness to experiment with new media, their marketing will never be old-fashioned.
To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.
