Repositioning a brand for a bigger slice of the

market

Situation

>The good news was that every time a competitor advertised, sales would increase for Heavenly Ham

The bad news was that consumers were having trouble distinguishing one specialty ham store from another.

Situation

>Then, to make things even more interesting, Heavenly Ham was acquired by its largest competitor, The Honeybaked Ham Company.

Deciding against consolidation due partly to Heavenly Ham’s success and partly to the proximity of competing franchise stores, Honeybaked moved to reposition the two brands into distinctly different concepts.

Objective

>Differentiate the Heavenly ham brand from its competitors, specifically its sister brand HoneyBaked Ham.

Move Heavenly Ham away from its holidays-only, specialty meat boutique origins towards a casual dining, café concept.

Action

>A series of store exit interviews and focus groups revealed that the typical Heavenly Ham customer was younger than the typical HoneyBaked customer.

>They were likely to be female and were more interested in everyday meal replacement than planning the next holiday buffet.

> From here, Heavenly Ham expanded their offerings of meal replacement choices, placing heavy emphasis on dine-in/carry-out specialty sandwiches.

Action

>The trademark was redesigned to reflect a more casual, everyday feel, with the advertisiing following suit with a youthful, light and friendly approach that targeted busy Moms with great success.

Action

>The trademark was redesigned to reflect a more casual, everyday feel, with the advertisiing following suit with a youthful, light and friendly approach that targeted busy Moms with great success.

Results

>The new look, tone and feel of the café-inspired Heavenly Ham stores continues to roll out through the HoneyBaked/Heavenly Ham system.

>Remarkably, with a 10+ year history of growing the Heavenly Ham brand to over 200 stores, Bigelow Advertising has retained the Heavenly ham account after its acquisition by HoneyBaked