McCormick Canada came to AVcommunications with a challenge. The popular seasoning brand wanted to increase the use of its recipe mixes within the Filipino Canadian market. The mixes face stiff competition from well-established Filipino brands that have been widely distributed in the Canadian market for much longer. This award-winning campaign produced substantial unit sales growth and surpassed forecasted contest benchmarks.

The Ask

To create an engaging online campaign that would attract 1.5 and 2nd generation Filipino Canadians to McCormick products.

The Audience

Filipino Canadians

The AV Answer

Growing up in a melting pot of cultures and cuisines, 1.5 and 2nd generation Filipino Canadians have developed adventurous palates over the years.
We identified and appealed to a new target segment by developing an online cooking contest with a twist – create fusion recipes using McCormick recipe mixes. This segment is very active online, so we created a Facebook page with relevant content to build interest in the campaign either as a contest participant or an onlooker, trying out the recipes at home.

The Awards

summit international marketing effectiveness award logo
Summit Marketing Effectiveness Award 2015
Social Media Marketing
NAMIC Excellence in Multicultural Marketing Awards logo
NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2015
1st Place, Marketing Tactics: Case Studies/Campaigns
1st Place, Marketing Tactics: Experiential Marketing
Marketing Magazine Awards logo
Marketing Magazine Award 2015
Multicultural Marketing, Experiential/Special Events/Stunts