One of Canada’s leading multicultural marketing agencies, AV Communications, bagged the bronze award at the 2015 Marketing Magazine Awards in the Experiential/Special Events/Stunts category for their work for McCormick Canada. The announcement was made at the Marketing Awards Gala, held on June 4, at The Carlu in Toronto.
The campaign was one of 180 award-recipients out of the 1,550 entries submitted across all categories. Entitled McCormick Online Cook-Off, the promotion targeted Canada’s growing Filipino population and featured an online cooking challenge via Facebook.
“One of the goals of the campaign was to appeal to a new target segment for the product. Given the traditional way Filipino recipe mixes are utilized by first generation Filipino-Canadians, inviting young second generation Filipino-Canadian foodies to repurpose and prepare the mixes beyond Filipino dishes through an online cook-off challenge would create not only fusion foods, but also generate awareness for the brand,” explains Anna Maramba, Partner at AV Communications.
The result was an abundance of entry-submissions that featured truly creative and unexpected Filipino fusion dishes, which included Filipino-Thai, Filipino-Jamaican, and Filipino-Italian, to name a few. And because of the growing interest on Filipino food and fusion cuisine, the online cook-off also grabbed the attention of mainstream online bloggers, foodies, and professional chefs. Best of all, the campaign generated 37% unit sales growth versus past year, surpassing McCormick Canada’s sales target.
This is the fourth Marketing Award for AV Communications, having also won in 2011, 2012, and 2014.
The McCormick Online Cook Off campaign also won the bronze award in the Experiential Marketing category at the international 2015 Summit Creative Awards.