Honey Baked
Ham
Legacy brand content that made a 75-year-old tradition feel brand new — driving a 38% lift in seasonal purchase intent and reintroducing an American icon to a new generation of food lovers.
The Brief
HoneyBaked Ham came to Working Title Partners with a challenge: their brand was beloved but aging. The task was to honor 75 years of tradition while making the brand feel urgent, modern, and irresistible to millennial and Gen Z households.
The Approach
We built a cinematic content strategy rooted in sensory storytelling — close-up food cinematography, warm family moments, and a score that felt both nostalgic and contemporary. Every frame was engineered to trigger craving and connection simultaneously.
The Result
The campaign drove a 38% lift in seasonal purchase intent, tripled organic social reach, and generated the brand's highest engagement quarter in five years. The work was recognized by AdAge as a standout seasonal campaign.