flavor so bold we had them coming back for more.
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.
clientMcCormick & Company
CategoryCPG — Shopper / Digital / In-Store
ScopeIntegrated shopper program supporting a national brand campaign
THE CHALLENGEDefend a premium spice brand against private label competitors at shelf, in a commoditized category where shoppers routinely trade down on price.
What made it boldWe connected the pre-shop, the in-store moment, and social in one seamless journey — including a first-of-its-kind Shazam integration at shelf that turned a spice rack into a recipe discovery engine.
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.