Redefining Hickory Farms

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.