flavor so bold we had them coming back for more.
THE CHALLENGE
spice up the national campaign
The legendary McCormicks spice brand had launched a bold new national media campaign that touted the pureness and efficacy of the product. However, the spice category is commoditized and shoppers, would often opt for lower-priced private label competitors in-store. So, McCormick needed to make sure that when the consumer was in the store that the brands presence wasn’t, well, bland. What we added was in a word, “genius”.
THE SOLUTION
Our genius was showing
Develop a comprehensive, multi-channel integrated marketing program designed to support and amplify the national awareness campaign but encourage, influence, and inspire the shopper to treat herself and her family to something memorable.
We thought about the pre-shop & list-making step first.
CAMPAIGN SUPPORT WITH CUSTOM CONTENT
We created custom content for retailers on the Brand Store that inspired shoppers as they planned their trip.
And we created engagement through social networks such as Pinterest to build appeal during trip planning and even shopping since we knew that shoppers were on their devices throughout their shopping trip throughout their shopping trip in-store.
Once they got to the store, we really went to work
You could say we spiced up the whole shopping experience.
We developed in-store communication tactics leveraging a strategic alliance with Shazam to encourage shoppers to explore recipes, how-to videos and serving suggestions right from their mobile device, in-store, during the shopping experience. Genius!
In-Store TV
Shelf Talkers
THE RESULT
Spices are such an important part of life, we wanted to make sure the shopper fully appreciated the care that went into the efforts to help them feel like they had the ability, or Pure Genius, to make the very best things for their families. In the process, this insight-led, integrated campaign aligned McCormick Marketing and Sales teams as we elevated the shopper marketing across their organization.