Research Case Study: McCormick
McCormick got its start in 1889 as a small operation in a Baltimore basement. Today, it is the largest spice company in the world, doing over $2.9 billion in business annually.
The Problem
McCormick is selling one of the most sensory and evocative products that there is. And yet - the brand's products feel sterile and commoditized. How could we fix that?
The Process
We checked all of our research boxes: market research, consumer reports, our own quantitative survey, news, press releases, visiting stores. But we didn't really come to an insight until I went a little further and dove into McCormick's history, and did some very careful social listening.
The Insight
Inspired by an old reproduction spice market that used to live within the McCormick factory and by what we saw happening on social media, we crafted a campaign aimed at millennial consumers called "McCormick Unbottled."
Nationwide "Unbottled" Spice Fairs
We designed a nationwide series of open market spice fairs, in collaboration with food markets and food festivals around the country. People would be able to see, smell and touch McCormick spices instead of looking at rows of septic, plastic bottles in a supermarket.
Personalized "Spice Journeys"
At the spice markets, we also planned to market a new, personalized "spice journey." Users could subscribe to a monthly delivery of hand selected spices that took them on a culinary and experiential journey.
Amplifying the Experience
At every point, we would incentivize consumers to share their McCormick experiences and spice journeys and capture what McCormick is really all about - experiences through spices that connect memory, culture, history and people.
And for sharing their experience actually cooking with a spice journey, clients could have their story featured on our YouTube channel.
The Team
• Research: Ahmet Reisli; Dalyn Francis, Nikki Lebenson Angulo
• Creative: Marika Bailey
• Experiential Concept Design: Anthony Mundel
• Project Management: Eloisa Andre Gaon