Mccormick: FLAVORPRINT [video]

Credits & Description:

Advertiser: MCCORMICK
Agency: R/GA
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertising campaign: FLAVORPRINT
Senior Producer: Alexandra Leite (R/GA)
Group Account Director/Client Services: Andrea Lennon (R/GA)
Group Director/Production: Carol Park (R/GA)
Associate Creative Director/Copy: Colleen Harlan (R/GA)
Visual Designer: Jihee Yoon (R/GA)
Junior Copywriter/Copy: Jena Santana (R/GA)
Experience Design Director: Karen Rainert (R/GA)
Technology And Design Director: Katrina Bekessy (R/GA)
Group Technical Director: Micah Topping (R/GA)
Associate Creative Director/Data Visualization: Michael Lewis (R/GA)
Senior Experience Designer: Pon Katera (R/GA)
Associate Creative Director/Visual: Shu Zheng Li (R/GA)
Senior Information Designer/Visual: Luca Masud (R/GA)
Associate Creative Director/Visual: Mary Church (R/GA)
Creative Director/Visual: Andrew Eaton (R/GA)
Group Executive Creative Director: Erin Lynch (R/GA)
Relevancy
FlavorPrint is the first service of its kind that can deliver customized recipes based on the user’s unique palette. Inspiration is served up one dish at a time, by equipping users with a tool to understand their unique palate and by guiding them to new adventures, recipes, friends and products. Developing an algorithm that can scale across endless cuisines and consumer’s dietary preferences and needs offers something unique that has never been done in this space.McCormick’s rich flavor and 120 years of sensory science heritage added a great deal of credibility to the story.
Outcome
We’ve noticed tons of positive sentiment surrounding FlavorPrint -- people are excited about recommendations and for the first time flavor has been visualized in a way that’s personalized. And, we designed a mark that successfully translates across devices. At latest, we project that users of the service will be worth $1.33 - $1.42 more than non-users.
Implementation
“FlavorPrint” is a service that helps you decode the flavors you already love, and invites you to discover the ones you’re about to. Our desired outcome was an increase in recipe views, in-store sales and organic user growth.
Client Brief Or Objective
McCormick wanted to help consumers explore new flavors for their families through recipes and products that are mindful of cost, convenience and health. We wanted to engage Moms who choose to cook at home, as well as a new generation of cooks like college graduates and newlyweds, and those who entertain occasionally. Our strategy was to use McCormick’s food science expertise to create a tool that would help consumers discover new flavors and the foods they are sure to love. By doing so, we would encourage more McCormick recipe views and deliver consumer data and insight.