HoneyBaked Ham is combining radio and mobile this Thanksgiving to see if the brand can stir up big sales in Atlanta for a holiday known for turkey feasts. Various radio stations in the southern market will air a spot that will push a mobile coupon offering $5 off the company's half-ham product for those who dial **Ham.
The call will create a geo-targeted reply message directing the consumer to a particular store carrying HoneyBaked Ham. The brand is utilizing Zoove's system—also recently employed for similar efforts for Ford and Kool-Aid—for the pilot program.
Calling it "a test-and-learn opportunity," Jennifer Chasteen, senior marketing manager for HoneyBaked Ham, said it was the brand's first time combining radio and mobile in a one-two punch.
But a question remains: Will Georgians want ham on Turkey Day?
Chasteen unequivocally says yes.
"While we will, of course, evaluate program analytics over time, we expect the initiative to be scalable to other key markets," she added.
Meanwhile, agency Engauge handled the radio buy for the pilot.