The Honey Baked Ham Company kicks off non-holiday ad campaign (Score 51)

Sales lead: Reach out now to score some of these extra campaign ad dollars.

• The Honey Baked Ham Company (HBH) just launched a campaign called "Gameday is a HoneyBaked Day."
• This is reportedly the company's biggest non-holiday marketing campaign ever. 
• The push will be supported through TV, digital video, social media, in-store, and on-site activities through the fall. 
• HBH tapped ESPN hosts Laura Rutledge and Katie George as brand ambassadors for the campaign. 
• It is also launching four Tailgate Packs for football fans that include bone-in ham, sliders, and sandwiches. 
• We told you about HBH's new PR AOR, Babbit Bodner, in July. 

Target demographic: Primary shoppers (Gen-X & millennial women/moms)

The company will likely:

• Continue experimenting with sports marketing
• Make additional agency changes (recent PR appointment)
• Partner with influencers/brand ambassadors in its future creative work

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: HBH spent approximately $752.8k on national TV ads YTD, a 49% increase from $503.8k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 35% from $1.7m in 2021 to $2.3m in 2022. 
• Ad programming: It placed ads during programming such as Wheel of Fortune, The First 48, Friends, The Golden Girls, and Two and a Half Men. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: HBH spent about $687.9k on digital display ads YTD, a 6% increase from $649.9k spent in this channel during the same time period of 2022. 
• YTD data: 64.7m impressions via YouTube (61%), Facebook (33%), and Instagram (6%). 
• 2021-2022 spend: Full-year spend fell by 31% from $1.6m in 2021 to $1.1m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

Additional channel insights  

• Vivvix: HBH also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Skip and Shannon: Undisputed, The Rest Is Politics, OTB Football, Football Weekly, and The Jim Rome Show. 

Agency analysis:

• Opportunity: Keep reaching out because HBH picked up Babbit Bodner in July, and agency reviews commonly follow one another. 
• Current roster:
  • Dragon Army: programmatic AOR
  • BBDO ATL: creative AOR
  • Milner Butcher Media Group: media buying & planning
  • Babbit Bodner: PR AOR
  • In-house: media