McCormick Spices had a great reputation as one of the leading spice providers in the world. However, their Flavor Division's reputation was virtually non-existant despite having high profile customers such as Campbell's Soup, Frito-Lay and McDonald's. The charge with this low-budget campaign was to maximize the dollars and increase awareness of the McCormick Flavor Division's claim as a world leader in the flavor category. The concept was to highlight premium customer names and products to acheive the end result. Upon completion of the 6 month campaign the Flavor Division had increased leads by over 35% and related sales by over 21%.
In addition to the design and art direction for the campaign, I drafted the strategy, worked with McCormick on the media planning/purchasing and served as copywriter.
