After six decades of serving The World's Best Ham, The Honey Baked Ham Company was ready to enter into a new era. We aimed to craft a fun and contemporary new look that still pays tribute to our brand's cherished history.
In 2018, we announced a total brand refresh, which included an updated brand identity and new menu innovation that speaks to younger consumers while still honoring our heritage. The new branding continues to implement burgundy, while introducing a warm orange.
We implemented the new logos and color palette across all of our channels, including website, advertising, merchandising, packaging, and more.
To introduce the new unveiling we wanted a way to bring excitement to the new branding while spotlighting our consumer's favorite holiday - Christmas!
We wanted to craft a fun and engaging campaign that was low cost and brought a lot of excitement to the new branding but kept Christmas at the forefront. Our main objective was to create a shareable, brand-love moment for The Honey Baked Ham Company by leveraging promotional offers, holiday stories, giveaways and fun activities that would fit the magic of the holidays!
The Honey Baked Ham Company launched a 12 Days of Christmas celebration campaign that spotlighted our new branding and fun daily consumer giveaways! Beginning December 13th, as a prelude to Christmas, for 12 days straight each day we updated our 12 Days of Christmas landing page to feature new exclusive content, in-store offers, prize giveaways and more. We shared the daily content on social and through email to gain attention.
The 12 Days of HoneyBaked Christmas captured over 18,788 pageviews and had an avg. time on page for 02:15. We sent out the announcement of the launch through email and social organic posts. Majority of channel traffic was driven by direct to the landing page where our consumers would continuous return each day to see the next reveal! That resulted in over 42% of our total traffic followed by social at 10%. Our strategy was to create engaging content that would bring consumers back each day as we counted down to Christmas, which we achieved with curating interesting content ranging from free digital downloads like our HoneyBaked activity book to a do-it-yourself ornament. We had over 2,000 people download the activity book and over 500 shares across social platforms.