From Traditions Matter to Savor Traditions

Hickory Farms—the #2 identifier of the winter holiday season in the US (second only to the Salvation Army Santa Claus)—was mired in two related conundrums: a conservative and aging customer-base and those who only considered Hickory Farms (or gifting Hickory Farms) in the five weeks from Thanksgiving to Christmas. Though related, we split the tasks in two: evolve Hickory Farms to become contemporary and relevant—“this ain’t your Grandpa’s Hickory Farms anymore”—then expand awareness to generate a shift in consideration as a year-round contender in the $multi-billion Gifting category.

Growing Market share beyond the winter holiday season

Over the decades, Hickory Farms achieved only minor success expanding revenue and awareness outside the five weeks from Thanksgiving to Christmas (roughly 95% of their annual revenue was generated in this time...a tough nut to crack). Each campaign, however, delivered an 8-15% YoY increase that I felt would exponentially grow over time thus, helping transition Hickory Farms into the consideration set for year-round Gifting.

Initiating campaigns for Valentine’s Day, Easter and Father’s Day (then moving to include Mother’s Day, the 4th of July, the Superbowl and other events rooted in tradition), we began to change mindsets and behaviors by developing and executing engaging interactive experiences served up with a side of humor...and double entendres.

Valentine’s Day

“Let’s be honest, traditional thinking favors women this time of the year. But we think men deserve some lovin’ too. So don’t feed the stereotype; flip the script. Say thanks to the man in your life for always stepping up with a gift he’ll truly savor. Man, Up.”

Flip the script

Campaign focused on shifting the mindset from a female-dominated celebration to a more inclusive notion of the Day—give the man in your life something on this special day too.

Father’s Day

“We all know that Dad’s sense of humor sometimes, well, lacks a sense of humor...but it’s all coming from a good place. This Father’s Day, dispense with the groaning and resist the all-too-familiar urge to roll your eyes. Because his one-liners may be cheesy, but Dad’s no joke.”

Quit your groanin’

We realize dad jokes usually aren’t funny—except to other dads—so we focused this campaign on celebrating all that dads bring to the table. Dads are endearing, so give them a break. Because sometimes, like a blind squirrel getting a nut, occasionally they do land a good joke.

Easter

Developed a limited, 16-prompt, product-focused campaign serving little-known and/or pun-ny Easter facts. Some true, some...unverified.

Food for thought

76% of chocolate bunnies are eaten ears first.
Sausage has no ears—dig in wherever.

9/10 Dentists agree. Our baskets are better than the Easter bunny’s.
No actual dentists were consulted...the bunny has beef.

81% of parents loot candy from their kids’ Easter baskets.
That pilfering may have been prevented had a Hickory Farms gift basket been nearby.