1. Repositioning a brand for
a bigger slice of the
market

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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