McCormick & Co Grill Mates - Flame and Flavor

The Opportunity

McCormick & Co needed to make their Grill Mates shine. As the undisputed champion of the category, imitators were quick to try to steal their title. Sawtooth’s task was to help Grill Mates grow their household penetration and retake their leadership position.

The Strategy

Sawtooth learned that the products’ flavors and seasonings are all a home cook needs to grill delicious food. So we positioned McCormick Grill Mates as the solution for serious, in-the-know grillers — no frills, just flavor. We utilized bold language throughout the campaign, emphasized through video and digital productions.

The Results

  • Achieved quarter sales goals within the first six weeks

  • Increased advertising support mid-way through grilling season to capture momentum

  • Creative executions scored the highest on “breakthrough” and “purchase intent,” exceeding food category average by 25%

  • Five years on, and Flame and Flavor is still running strong and Grill Mates continues as category leader

 
 

The Services:

✓ Category analysis

✓ Brand strategy

✓ Campaign ideation, creation, and execution

✓ Production

✓ Content creation and management

  • Video

  • Social

  • Digital

  • E-commerce

✓ Media strategy

✓ Media planning and buying

 
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