One And All Wins Honey Baked

One And All’s size—it’s small—and the clients its principals have previously worked with—they’re big—helped the shop win Honey Baked Ham of Ohio’s $3-5 million business following a review.

The Minneapolis shop beat out Gabriel deGrood Bendt, also in Minneapolis, and Northlich in Cincinnati, according to Tom Nowak, the agency’s managing director. Seven shops were initially invol ved in a review that began in April.

Honey Baked Ham of Ohio, based in Cincinnati, split with Carmichael Lynch earlier this year after a four-year relationship. The company’s operations are divided into five regions, with each handling its own advertising.

Jamie Harding, manager of brand communications for the client, said One And All could relate to Honey Baked Ham’s family-business mentality. The shop’s partners include Nowak, who earlier worked at Fallon and Wieden + Kennedy, and Mike Lescarbeau, also a veteran of Fallon.

“We got a big agency in a small agency body, and that was exactly what we were looking for,” Harding said.

Creative presentations were not part of the review, so the shape of the campaign is not yet determined, Nowak said. Work is expected in the fall.

Nowak suggested that Honey Baked Ham is a product with a devoted following, and advertising will likely play off that.