Hams Served To Carmichael




HoneyBaked Moves Creative Assignment
CHICAGO–Leveraging hogs to win hams, Carmichael Lynch used its experience in building the Harley-Davidson brand to wrest creative duties for HoneyBaked Ham of Ohio last week.
The Minneapolis agency will handle creative work on print, broadcast and outdoor advertising, as well as some other brand-building duties, for the company’s Midwest division. Carmichael officials estimated the account at $5-10 million.
Doe-Anderson Advertising in Louisville, Ky., which previously handled those duties, will continue to be responsible for media placement, public relations and direct marketing duties through the end of the year. Those duties will likely be moved to Carmichael at that time, sources said.
Carmichael was awarded the account without a review. The agency had originally pitched the account in March 1997, after then-incumbent MHW Advertising in Cleveland closed its doors. Carmichael had maintained contact with the company since then.
Helen Buford, HoneyBaked Ham’s chief marketing officer, said she was impressed with Carmichael’s strategic thinking, insights and proven brand-building work for clients such as Harley-Davidson and Schwinn.
The agency’s new work is expected to break this fall along the positioning line, “The world’s most coveted ham,” said Doug Hagge, the agency’s director of planning.
HoneyBaked Ham was founded as a family business in 1957. Its business operations are divided into five regions, based in Michigan, Ohio, Massachusetts, Georgia and California.