Shopper Marketing - January 2017 - 20


PROGRAMS

scan packaging, displays and in-store TV ads.
The Shazam app and desktop tool from
Shazam Entertainment, headquartered in
London and Redwood City, California, first
launched as a way to uncover music heard
nearby. A user hears a song on the radio or in
an elevator, for example, holds out their smartphone and the app attempts to detect the
song. Since then, Shazam has become a bona
fide music and TV platform with more than
100 million users a month, according to the
company.
For McCormick, the idea to connect with
Shazam came from its "Pure Flavor, Pure Genius" recipe-focused campaign, which ran
from September through October. Donna
Bressler, shopper marketing senior manager
at the brand, says in-home research revealed
that consumers found different uses for McCormick seasoning mix packets, such as a chili
packet for a meat rub. Other packets were used
as ingredients in chicken wings, dips, tacos,
chili and more.
"We coupled that with the increasingly
popular behavior to 'recipe hack' and the Mil20

SHOPPER MARKETING JANUARY 2017

lennials' approach to
DIY and sharing," she
says, making Shazam
"a perfect fit" for a test
and learn.
Bressler says "Pure
Flavor, Pure Genius" is
the first program McCormick dedicated to
alternative usage of
McCormick seasoning
mix products. Shazam
mobile app users can
retrieve content by scanning the Shazam logo
on McCormick's packets and POS, including
shelf clings, aisle violators and stickers on pork
and chicken breast packages. Users also can

BRAND: McCormick
KEY INSIGHTS: Consumers use seasoning mix packets for a variety of things,
including as a meat rub and other recipes. "Recipe hacking" is an increasingly
popular behavior. Millennials favor DIY
and sharing.
ACTIVATION: Shazam mobile app users could retrieve content by scanning
the logo on McCormick's packets and
POS. Users also can scan a logo featured
in a national TV spot and versions of that
spot on in-store TV networks and online.
Support included digital banner ads,
social posts, digital coupons, non-scannable displays like a power wing, in-store
radio and a cross-promotion with pork
and chicken products.



Table of Contents for the Digital Edition of Shopper Marketing - January 2017

Contents
Shopper Marketing - January 2017 - 1
Shopper Marketing - January 2017 - 2
Shopper Marketing - January 2017 - 3
Shopper Marketing - January 2017 - Contents
Shopper Marketing - January 2017 - 5
Shopper Marketing - January 2017 - 6
Shopper Marketing - January 2017 - 7
Shopper Marketing - January 2017 - 8
Shopper Marketing - January 2017 - 9
Shopper Marketing - January 2017 - 10
Shopper Marketing - January 2017 - 11
Shopper Marketing - January 2017 - 12
Shopper Marketing - January 2017 - 13
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Shopper Marketing - January 2017 - 15
Shopper Marketing - January 2017 - 16
Shopper Marketing - January 2017 - 17
Shopper Marketing - January 2017 - 18
Shopper Marketing - January 2017 - 19
Shopper Marketing - January 2017 - 20
Shopper Marketing - January 2017 - 21
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Shopper Marketing - January 2017 - 24
Shopper Marketing - January 2017 - 25
Shopper Marketing - January 2017 - 26
Shopper Marketing - January 2017 - 27
Shopper Marketing - January 2017 - 28
Shopper Marketing - January 2017 - 29
Shopper Marketing - January 2017 - 30
Shopper Marketing - January 2017 - 31
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Shopper Marketing - January 2017 - 33
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