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.
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