McCormick Canada wanted to increase the share of its recipe mixes in the Filipino market. Launched just last year, the mixes face stiff competition from well-established Filipino brands that have been widely distributed in the Canadian market much longer.
Growing up in a melting pot of cultures and cuisines, 1.5 and 2nd generation Filipino Canadians have developed adventurous palates over the years. They’re the ones who can come up with Filipino fusion food — mix it up and cook it off!
We identified and appealed to a new target segment by concocting an online cooking contest with a twist – create fusion recipes using the mixes! The popularity of Facebook among the new market segment made it an important ingredient the contest’s online platform. We created a Facebook page with relevant and engaging content that led to an interest in McCormick either as a contest participant or simply as a curious “onlooker” trying out the recipes in the contest.
The campaign surpassed online contest benchmarks of the same 3-month duration by 697% in votes and 438% in views! Best of all, it generated 37% unit sales growth versus past year.