Henny Penny ABM Campaign

Celebrating That “FryDay Feeling” With Customers

Henny Penny launched a focused, three-month paid media pilot program targeting eight current and prospective customer accounts. This smart, personalized ABM program focused on their target audiences’ desire to see personalized product, service and cost-savings information.

Save Oil on Fridays
Branding and Messaging
Campaigns and Launches
Creative
The Strategy

Anyone who’s visited Henny Penny’s Eaton, Ohio, headquarters can speak to the brand’s commitment to customer experience as soon as they step foot on campus. A visit to their facilities is an essential step in the sales process and a leading indicator of commercial success. To initiate new conversations with target accounts and encourage prospects to schedule a visit, TriComB2B sought to develop a campaign that mirrored their expertise, dedication to customers and ‘playful’ community-focused nature. The Henny Penny ABM program does all that while speaking to specific customer needs and industry pain points.

Paid Media Advertising

Discovery interviews uncovered the personal feelings behind customers’ need for a well-engineered, high-performing fryer. FryDay Feeling ads captured that connection, along with the most popular benefits: oil savings and service. Campaigns on LinkedIn, Google, Meta and Bing targeted company-specific decision makers.

Peace of Mind Any FryDay and Various Advertisements

Dynamic Landing Pages

Responsive designs integrated with the client’s marketing automation system serve visitors personalized content and calls-to-action, making it easy to connect with Henny Penny. The sales team then has the opportunity to provide leads with unique, individualized content specific to their brand and business.

Save Oil Every FryDay Dynamic Landing Pages

Signature Campaign Assets

Signature marketing assets, including a virtual tour of Henny Penny’s campus, were repurposed and personalized for each account’s specific needs. This gave target accounts a sneak peek into the benefits of working with a foodservice equipment company like Henny Penny.

Signature Campaign Assets
The Impact
This campaign is happening in real time, but the Henny Penny sales team has already engaged with three target accounts and dozens of lookalike accounts. The campaign’s Meta ads are delivering a high volume of impressions and an above average click-through rate. Each personalized landing page is also delivering high volumes of engagement and an impressive number of conversion events (clicks, video plays, etc.).