HAMILTON BEACH
BREAKFAST SANDWICH MAKER

CASE STUDY

Breakfast is served: 500,000+ Units Sold

Client Background: Hamilton Beach is the United States’ largest manufacturer of small kitchen appliances selling products in every major retailer. Introduced in 2013, the Breakfast Sandwich Maker (BSM) was the first product of its kind to enter the market.

Client Challenge: Hamilton Beach needed to drive sufficient retail sales in key selling periods to support its large retail footprint. Without heavy consumer demand, retailers would abandon the BSM and withdraw shelf space.

Our Strategy: Create awareness and ignite demand for this unique kitchen appliance. Show consumers how quickly and easily they could whip up healthy breakfast choices at affordable prices.

Our Solution: Create and produce :30 and :60 DRTV spots aimed at consumers who don’t have time to make breakfast. Design a media plan with a strong presence during weekend morning TV to trigger sales during Saturday afternoon consumer shopping.

Campaign Results: During Hawthorne’s first BSM TV campaign, Hamilton Beach sold over 500,000 units in just six weeks — less than half the expected time. The success of the Breakfast Sandwich Maker led to the launch of the Breakfast Burrito Maker, with new Hawthorne-created television commercials appearing in 2015.

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