The new campaign isn’t totally out of nowhere. Last fall, HoneyBaked tested out adding sliders to its menu, which was a success. The brand also rolled out its own loyalty program ahead of the holidays and focuses on both Thanksgiving and Friendsgiving. HoneyBaked has over 400 locations in the U.S., with the majority of locations in the South. (Georgia has the most locations.)
“We think this will be year one of a multi-year investment,” said McLaughlin.
ESPN hosts Laura Rutledge of “NFL Live” and “SEC Nation,” and Katie George, a reporter for ESPN/ABC Saturday college football games, are spokespeople for the campaign and will promote it on social media.
“When we thought of who we wanted to partner with, we wanted people who resonate with the football community, but also with hosts and parenting communities who want convenient meals or to elevate their hosting experience,” said McLaughlin.
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