the Honeybaked ham company X Laura rutledge| slide into gameday

Social Campaign // Conception & Art Direction

Gameday is prime time for food moments. But as a brand considered more of a holiday staple than a tailgate food, Honeybaked Ham isn’t typically a part of that conversation.

To launch HoneyBaked Ham’s new sliders, we partnered with ESPN's Laura Rutledge to literally slide into gameday and seamlessly integrate our product into the energy and culture of sports fandom.By using Laura's authentic connection with sports fans we positioned HoneyBaked Ham sliders as a must-have gameday essential and not just a food reserved for formal occasions.

Honeybaked Ham: It’s a Honeybaked Day

Online Video Campaign // Conception, Art Direction, & Music Composition

HoneyBaked Ham is a brand that most people associate with holidays and special occasions where you have to feed a crowd. Not exactly a go-to for takeout on a random Tuesday.

To launch HoneyBaked Ham’s everyday family meals, we were tasked with the challenge of finding a way to lean on the HoneyBaked Ham brand recognition, while promoting new meals for any occasion. And what better way to launch everyday family meals than an everyday mom who’s singing all about HoneyBaked Ham at her piano kitchen table.

*Note - these are guaranteed ear-worms, so watch with caution.

To make this idea come to life, we created a kitchen table that doubled as an actually playable piano. And yes, when I was dining room table shopping earlier this year I was kicking myself for not keeping this.

Agency: BBDO Atlanta
CCO: Robin Fitzgerald
CD: Mariana Costa
CD: Patrick Almaguer
SR. AD: Lucy Orr
SR. CW: Greg Paton-Ash
DIRECTOR: Aaron Putnam
PRODUCTION: Working Title Partners
DIRECTOR: Jim Issa
PRODUCTION: Big Hat Productions