HoneyBaked is embarking on its largest campaign outside of the holiday season
Honey Baked Ham Company is launching its largest marketing campaign in its 65-year history outside of the holidays: “Gameday is a HoneyBaked Day.” Enlisting ESPN hosts Laura Rutledge and Katie George as brand ambassadors, the company will be activating television advertising, digital video, social advertising, in-store and on-site activations and more throughout the fall.
“We know college football fans are synonymous with tailgating. It’s a natural fit that the company associated with tradition and connection, Honey Baked Ham, plays a role in gathering around football season,” said Tripp McLaughlin, CMO of HoneyBaked.
HoneyBaked will debut four Tailgate Packs this fall with offerings such as bone-in ham, sliders and sandwiches.
"Our research into sports fans' preferences revealed that convenience, quality and taste are paramount for our target audience,” said McLaughlin. “Tailgating enthusiasts particularly prioritize taste (68%), ease of preparation (57%) and quality (47%)—precisely what HoneyBaked offers its fans.”
Rutledge and George will serve as spokespeople for the brand throughout the 2023 season.
"When it comes to tailgate spreads, sports fans are always searching for convenience, exceptional taste, and top quality and HoneyBaked delivers precisely that with its Tailgate Packs,” said Rutledge. “The Tailgate Packs will surprise and delight tailgate-goers and pregame party guests at every game this football season.”
McLaughlin says Rutledge and George were chosen as brand ambassadors because they’re influential voices in the sports community.
“They each provide a platform for HoneyBaked to reach not only sports fans, especially in college football, but also our target audience—people who love to host friends & family to socialize and watch the games, and are looking for delicious and convenient food options.”
The Atlanta-based brand will air the television commercials for the campaign on SEC and ACC networks.
“We're starting strong with the SEC and ACC Networks due to our cherished and devoted Southeast fan base. The Honey Baked Ham Company has more than 400 stores nationwide, with a large footprint of these stores located where SEC and ACC fans are based. We see this audience as the perfect launchpad for our football offerings, but our journey won’t end here.”
McLaughlin says HoneyBaked will measure the success of the campaign primarily by how many people they can bring into the stores.
“We will also be measuring overall engagement with our customers through our various digital channels and activations, and email campaigns. And we will be listening to our team in the field to understand what they are hearing and how we can make the program even better in the future.”
Tailgate Packs will be available in store and through online ordering for pickup before games this season.
