The Honey Baked Ham Company Case Study
Food & Beverage · Consumer
“Ham on a Plane” Takes an Iconic Easter Tradition on the Road
15M+
local impressions
5
influencer activations
13
national features
The Challenge
- Easter 2026 overlapped with spring break in key HoneyBaked markets, when families would be traveling instead of gathering at home.
- For a brand synonymous with the holiday table, we needed to show Easter traditions could travel with consumers.
- The opportunity: make an iconic, traditional brand feel timely, unexpected and culturally relevant.
Our Approach
- Created “Ham on a Plane” around one simple question: Can you actually take a Honey Baked Ham on a plane?
- Partnered with food and travel creator @EatsByNat to take a ham through airport security and onto a flight, earning TSA and pilot approval.
- Captured the journey for TikTok and Instagram, bringing the spring break insight to life through entertaining social content.
- Extended the idea through earned media and four local creators in Atlanta and Los Angeles, showing Easter “on the go.”
Results
- 56K+ views across @EatsByNat’s TikTok and Instagram
- 600+ likes and 40+ shares on the hero activation
- Earned coverage in Late Checkout, reaching 5K+ travel subscribers
- 5 total influencer activations modernizing Easter traditions
- Contributed to a broader Easter campaign that secured 13 national features and 15M+ local impressions
- Helped reinforce HoneyBaked as the dominant voice in the Easter meal conversation
“They hustle in a way I wasn’t used to with previous PR partners. The Babbit Bodner team bird-dogs everything, immerses themselves in our business and operates like a true extension of our team.”
— The Honey Baked Ham Company
Key Impact
We turned a calendar conflict into the creative idea: /strong> “Ham on a Plane” took an iconic Easter product out of its expected setting and into spring break culture, helping modernize how consumers see a 65+ year-old brand.
As Seen In
