HICKORY FARMS
Holiday Campaigns
During the 2017 Holiday Season, Hickory Farms was undergoing a not-yet-ready-for-prime-time brand refresh. We were tasked with generating three different campaigns to help bridge the old with the new. This new look had to be true to the Hickory Farms brand that their current customers had come to love, while attracting a new consumer audience through the brand evolution. The new campaigns required relevant and actionable tactics across Thanksgiving, Black Friday & Cyber Week in addition to the usual Holiday Gifting season.
It’s When Time Stands Still, Your Senses Heightened.
The sights are spectacular. The sounds are soothing. The tastes take you back. The smells are so rich you can almost touch them. Some say it’s magical—and maybe it is.
It’s the burst of excitement in your heart when you see all the homes on your street lit up for the first time. It’s the lump that rises in your throat when you watch your kid perform in the Christmas pageant (yes, we know those are tears of joy). It’s the enchantment that enthralls you while you’re watching the first snowfall, and that surge of nostalgia when you hear carolers singing on your stoop. It’s that spirit of generosity that inspires you to bake candy-cane cookies for the whole neighborhood.
Or Maybe, It’s When All of These Things Come Together—and Your Heartstrings Sing!
And once you feel it, you want more. You want to feel it in every meal, every exchange, and in every tradition, all season long. From setting the gifts you so carefully chose under the perfect tree, to seeing your loved ones’ faces light up when they tear away the wrapping paper, the heart of the season comes to life through you, your family and friends.
Premium and Impressive
We are striving to be exceptional—providing products, gifts and content that customers view as superior. Surprise and delight—provide gifts and service that are exciting, remarkable and superb. This was our opportunity.
The final execution above was a result of feedback from the three initial campaigns presented below.