BBDO North America
Fri, 15 Nov 2019 10:04:41 GMT
Just in time for the holiday season, HoneyBaked has released its festive campaign from BBDO Atlanta.
While many people try to re-create the classic Honey Baked Ham at home – or pick up a cheap stand-in from the grocery store – it’s never as good as the real thing. And compromise is not an option during the holidays.
A new :30 spot provides a centrepiece for the “It’s No HoneyBaked” campaign, featuring a variety of situations where people (and pets) snub their noses at other, less-than-desirable hams …even in the most dire of circumstances. Out of home continues the theme and radio DJs across the country are using the phrase to offer their own personal stories of comparison… “He gave me a diamond ring. It’s nice. But it’s no HoneyBaked.”
You can check out the comedic spot below:
Outside of broadcast, search and social aims to hack those people trying to hack the HBH recipe: from six second YouTube bumpers that run before recipe videos to Pinterest trolls to Google search responses that lead them to the ultimate ham this holiday.
“This season, we had the opportunity to showcase not one, but two hero products from the Honey Baked Ham Company,” Robin Fitzgerald said. “Their world-famous sliced ham. And their glazed turkey breast, which, wait for it…is the best thing since sliced ham.”
The brand takes on Friendsgiving with Honey Baked Turkey Breast, hand-glazed in their signature sweet and crunchy glaze. This is turkey like you’ve never tasted, and it begs the question, which of your friends are most worthy to share it with you?
Are you #GlazeWorthy? allows you to ponder how good a friend your Friendsgiving tablemates may be before inviting them over. The table fills up quick when you are serving HoneyBaked, so choose wisely. Social quizzes and the first Facebook taggable place setting let you know where you stand.
“The work reinforces The Honey Baked Ham Company’s positioning around distinctiveness,” says CMO, Jo Ann Herold. “There’s only one slow-smoked, spiral sliced, hand glazed ham (and turkey too) – no substitutes or DIY options are as good as The World’s Best.”
Categories: Meat & Fish, FoodBBDO North America, Fri, 15 Nov 2019 10:04:41 GMT