McCormick
Consumer relationship strategy
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One way conversations aren't much fun. Yelling at people from a distance is a tough way to create that warm, fuzzy feeling inside.
How can McCormick Foods chat with their fanbase and turn casual consumers into passionate brand advocates?
!
Imagine if we listened to people, gave them more of what they asked for and in the process garnered a huge list of McCormick superfans.
If we offered awesome online seasonal cookbooks (an Australian industry first), special offers and advice for everyone that signed up, then they'd actually appreciate receiving emails.
By really paying attention we could regularly refine the content based on actual results, and ensure we're giving consumers a more relevant, interesting experience.
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Almost 100,000 sign-ups and counting.
Average open and click through rates 300% above industry average.
McCormick Foods listen and respond.
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