Advertiser: MCCORMICK
Agency: R/GA
Category: Fast Moving Consumer Goods
Advertising campaign: GOURMET DINNER PARTY CHAIN
Group Account Director/Client Services: Andrea Lennon (R/GA)
Media Supervisor: Brian Nguyen (R/GA)
Executive Creative Director: Erin Lynch (R/GA)
Experience Design Director: Karen Bonna-Rainert (R/GA)
Planner: Liliana Reyes (R/GA)
Senior Producer: Lisa Greenleaf (R/GA)
Managing Director Of Digital Advertising: Michael Lowenstern (R/GA)
Associate Producer: Jessica Mcgrath (R/GA)
Social Media Strategist: Tracy Hepler (R/GA)
Copywriter: Rebecca Schepps (R/GA)
Group Media Director: Rory O'flaherty (R/GA)
Senior Copywriter: Arye Dworken (R/GA)
Social Media Strategist: Lauren Belomy (R/GA)
Community Manager: Lucy Swope (R/GA)
Analytics: Melissa Zimyeski (R/GA)
Managing Director/Planning: Andrea Ring (R/GA)
Management Supervisor/Client Services: Austin Mahler (R/GA)
Associate Planning Director: Georgia Howe (R/GA)
Jen Park: Jen Park (R/GA)
Associate Creative Director: Paul Malmont (R/GA)
Copywriter: Will Binder (R/GA)
Associate Producer: Wing Cheung (R/GA)
Strategy
Our goal was to increase sales and increase household penetration among Excited Newbies.Experienced Cooks remained a strategic priority because they contribute significant volume to the business, but they don’t represent a significant growth opportunity. McCormick Gourmet sought out Excited Newbies as the prime prospect. Although young gourmands revel in all things food and cooking; they sometimes get paralyzed by too much inspiration. They participate in foodie events such as attending fun, themed dinner parties, but need help committing to planning and cooking themselves. As a result of Dinner Party Chain, McCormick could now cater to cooks who sought authentic experiences that are self-curated. For new young cooks it was a practical conversion from interest in food to getting cooking at home, and for established home cooks it deepened their love of menu-planning and assembling an experience around food.
Execution
The Dinner Party Chain is a Facebook planning tool that suggests an inventive three-course dinner party menu based on a theme, complete with recipe alternatives and music playlists. Once you join the chain, you’re automatically entered to win the ultimate dinner party celebration. Visitors can enter their dream dinner party theme and browse event ideas from the McCormick Gourmet community. Each entry is paired to a personalized menu recommended for you. The Gourmet Facebook timeline captures beautifully prepared meals inspiring foodies everywhere to get into the kitchen and discover the joy of cooking. And, our #GoGourmet section of our Facebook Timeline allows fans to upload their dinner parties on Instagram.
Effectiveness
An overwhelming 217k Recipe and Product ViewsPage-level engagement rate were upwards of 4.92%Generated post-level feedback rate of 1.29%Recipe searches on McCormickGourmet.com are up 32%Dinner Party Chain Entries: •Over 13K DPC submissions•22.5% submission rate•98% of the menus were unique recipe combinationsFacebook Promoted Posts reached 22x more people (5.7MM highly qualified targets) at an extremely efficient CPA of $0.20 Community Growth: tripled size of Facebook community