Honey Baked Ham Selects Dallas Shop

ATLANTA Honey Baked Ham has awarded its $6 million advertising account to The Richards Group, the company said.

The independent Dallas shop won the account over Interpublic Group’s Mullen in Winston-Salem, N.C., the other finalist in the review. Other contenders had included independent Sawyer Riley Compton and IPG’s Fitzgerald + Co., both in Atlanta, and the Dallas office of Denver-based Omnicom Group shop Integer.

The incumbent, Austin Kelley Advertising of Atlanta, did not defend the account. The IPG shop held the account for the past 12 years.

The first work from Richards is scheduled to launch just before Easter, which is one of the private Atlanta-based company’s busiest seasons, said JoAnn Herold, client vice president of marketing. The campaign will include television, radio, print and direct mail, she said.

Honey Baked Ham, which has stores in 13 states, does not disclose its annual sales.