Successfully Marketing in a Recession

Background

HoneyBaked is perceived as a premium brand, and sells items at high price points. Given the declining state of the economy, consumers are less likely to splurge on a premium product. This behavior has been confirmed by reviewing sales of other premium brands such as Neiman Marcus and Williams-Sonoma, whose holiday sales decreased by approximately 25 percent over the holiday season.

The Solution

Developed an integrated new campaign using local store marketing, print, direct mail, e-mail, radio and television. The campaign is known as “Good Things.”

Television spots:

TV Spot 1
TV Spot 2
TV Spot 3


Radio spots:

Radio Spot 1
Radio Spot 2
Radio Spot 3

Results

Overall, 73 percent of the customers interviewed indicated that they had seen or heard HoneyBaked advertising during the past six months, with nearly all saying they had seen advertising around Christmas, which was exceptionally high when compared with past holidays.

Almost half of those who recalled the HoneyBaked advertising said that it had some or a lot of influence on their purchase decision, which was higher than all past holidays.

Bravo

This campaign received an AMA Atlanta AMY award in 2009 in the television category.