Primarily known as a “ham for the holidays,” the Honeybaked product was traditionally
expected to draw large crowds during the four-week holiday season, selling enough to
support a full year of operational expenses. The rest of the year remained fairly flat,
presenting The Honeybaked Ham Company® an opportunity to expand their catering and
prepared meals proposition to help offset the lag.
How would the company alert customers about these new offerings? Miller Zell repositioned
Honeybaked Ham as a “ham for all occasions” destination where quality product and meal
solutions are sold year round.
THE RESULT
The solution was two part. First, Miller Zell created an environment that could adapt
seasonally to accommodate the large fluctuation of shoppers during peak times. Secondly,
the product was featured as hero by positioning the ham glazing station as a high visibility
focal point for demonstrations and customer engagement. This attraction feature eases the
issue of long lines and promotes their expanded food and supporting product offerings.
The innovative solution occurs in only 1,600 square feet of in-line space.
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