Hickory Farms
Omnichannel Marketing
Traditions Matter
You've been telling the world that for a while now. And it's true. The research shows time and again—including our own—that the word "tradition" is appropriate. But do we actively think in terms of tradition? Or do we do things and then assign the label when prompted? Tradition, in the traditional sense of the word, is big. Weighty. Tradition is the transmission of customs or beliefs passed down from generation to generation. That definition suggests establishment, legacy, ubiquity...It's an old way of thinking about it. The way we live our lives is much smaller, more intimate. It's a series of experiences or touchpoints. Personal connections. Moments...
A midnight heart-to heart. A forbidden skate on the lake. Some moments are fleeting, some meaningful, some worth repeating. Have you ever looked back on a memory and thought: "Why didn't we do that more?" Or enjoyed a new experience and thought: "We should do this again." Traditions don't only originate in the past. Traditions happen. Traditions are things you begin. Hickory Farms doesn't need to tell people that Traditions Matter—that's a given. We need to show people why they matter...and help connect the dots to their own lives. We want each person to recognize and relish their own shared moments that are worth repeating. We want to encourage everyone to make traditions an active part of their life.
Savor Traditions
For all of the times you said, “let’s do that again” or “why don’t we do that more often?” For all the times you rolled out of bed before dawn or stayed up way too late just to make sure that the always did stays the always do... Know that it was worth it. Because not all traditions have to be grandiose. They can be smaller, more tangible moments.
Moments that start with a simple look back and a strong desire to hold on. Moments you want to relive, time and time again.
So, handpick your favorite snapshots and butterfly-net the moments that really matter. Continue the old. Begin the new. Savor the now.
Savor Traditions with Hickory Farms.
Browsing Your Way: Consumer-focused Catalog
We produced four versions of the catalog with unique experiences up front and a common core, dropping them at four different points throughout the holidays. Our human approach and strategic storytelling around Hickory Farms’ theme Traditions Matter led to Hickory exceeding its planned sales over the year by two and a half million dollars.
- Relatable, human copy and rich imagery
- Meticulous photo shoots
- Scannable gifts and clear product lists
- Purposeful and functional pagination
