McCormick Holiday Promotion
Nearly 25% of cooks try recipes during the holidays. Consumer purchases made during the holiday period account for 40% of the McCormick's annual sales. To capitalize on this, Donovan created a two-part theme: "Savor the Season" for the gravy product and "Sweeten the Memories" for the vanilla and ground cinnamon. Donovan redesigned the in-store display, splitting it into two smaller units that could be positioned together or separately. Coupon bearing FSIs were used to drive consumer traffic. Point-of-sale materials with recipes created product inspiration. The results: shipped units of key holiday items increased 6% over the previous year.