Old Bay Event Promotion
Old Bay is McCormick's most popular seafood spice blend. Though originally developed in 1939 and renown among seafood lovers throughout the Mid-Atlantic, the product had little awareness in the rest of the country. Donovan worked with their partners at McCormick to develop an event program that would sample Old Bay in three key markets - San Francisco, New York and Boston. Event activity registered 765,006 impressions with 146,358 samples being distributed.