The Reel 360 Team absolutely knows the difference between a regular ham and a Honey Baked Ham. 100%. For those who might not be in the know, the Alpharetta, Georgia-based brand is launching its first new holiday work in two years.
Created by BBDO, the holiday work is created to support its two most seasonally relevant products: Honey Baked Ham and Honey Baked Turkey Breast.
The fully integrated effort kicks off with digital work in support of Honey Baked Turkey Breast, and follows with the launch of television, radio, out-of-home and digital to support its Honey Baked Ham
The 360-campaign leverages the Honey Baked Ham Company’s positioning around distinctiveness with the idea, ‘It’s No Honey Baked.’ Broadcast features a variety of situations where people (and pets) snub their noses at other, less-than-desirable hams.
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“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.”
The theme continues in outdoor, social and radio: “…it’s nice, but it’s no HoneyBaked.”
Six-second bumpers will run before recipe videos. There is also search and social (“Why fake it, when HoneyBaked can make it”).
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.
As a tip for Friendsgiving or Thanksgiving, the Reel 360 Team suggests deep frying your honey baked ham in a deep fryer. You’re welcome.
CLIENT: Honey Baked Ham, Alpharetta, GA
AGENCY: BBDO, Atlanta
David Lubars – Chief Creative Officer, BBDO Worldwide
Robin Fitzgerald – Chief Creative Officer, BBDO Atlanta
Mary O’Keefe –Creative Director, BBDO Atlanta
Sara Lowe – Art Director, BBDO Atlanta
Lauren Culbertson – Senior Art Director, BBDO Atlanta
Emily Miller – Senior Copywriter, BBDO Atlanta
Tim Smith/Patrick Lindsay Copywriters, BBDO Atlanta
Nigel Tribe – Head of Strategy, BBDO Atlanta
Marla Ulrich – Head of Production, BBDO Atlanta
Todd Johnson – Executive Producer, BBDO Atlanta
Anna Askew – Senior Producer, BBDO Atlanta
Janna Kay Swanson – Social Video Editor, BBDO Atlanta
Brandon Jones – Creative Technologist, BBDO Atlanta
Becky Ocampos – Senior Project Manager, BBDO Atlanta
Tami Oliva – Senior Director, BBDO Atlanta
Lauren Herstik – Account Supervisor, BBDO Atlanta
Shannon Collins – Account Executive, BBDO Atlanta
PRODUCTION COMPANY: Golden, LA
Matthew Marquis- Exec. Producer
TABLE TOP: Raider Films Production
Nathan Lee – Director/DP
Kitty Snyder – Exec. Producer
Todd Ayers – Food Stylist Assist
Grant Surmi – Editor
CL Weaver – Exec. Producer
Dale Nicholls –Producer
MUSIC: Beacon Street Studios
Composers: Andrew Feltenstein & John Nau
Executive Producer: Leslie DiLullo
COLOR & AUDIO: CO3
Soraia Callison – Head of Production
Billy Gabor – Sr. Colorist
Justin White – Color Assist
Brian Anderson – Producer
Shawn Coleman – Engineer/Mixer
Oliver Atcheson – Finishing Producer
Chelsea Pistono – Flame Artist
Source: BBDO North America