How Re-Branding Can Shift a Spiral Trend Upward.
Client: The Honeybaked Ham Company
Project: Reposition the HoneyBaked Brand
Date: January 2007 - to date
Challenge:
For 40 years, HoneyBaked owned the patent for spiral sliced hams across America. When that patent expired, so did their key differentiator. Over the years, more and more competitors had begun to imitate the spiral slice and thus force sales and market share into stagnation or worse. How to regain, reestablish and reintroduce HoneyBaked to a newer, health conscious, Internet generation while keeping their loyal customer base loyal was our challenge.
Objectives:
HoneyBaked has strengthened its leadership position through aggressive product innovation, value pricing, retail store upgrades, and brand repositioning - including online ordering. Our objective was to offer 21st Century marketing opportunities and help them introduce improvements through a contemporary/energetic brand "personality", online and off.
Results:
For Easter 2007, a limited, first-time-ever online ordering
process with coordinated e-mail blast and direct mail
to VIP customer rolled-out, which resulted in over
2,000+ online orders and over $100,000+ of unexpected
revenue.
