Role: Digital Creative Director, Blue Chip Marketing Worldwide | McCormick asked us to help promote 50 new delicious dip recipes; inspired by our 50 United States during the JAN/FEB, dipping season. I led the creative teams from the campaign theme development through execution and production of all digital content and tactics. Program partnerships extended to McCormick IT and Evite. To leverage Evite, I partnered with Blue Chip business and media leads to sell in our strategy. Evite gave us an advantage to efficiently promote the 50 dips directly to those planning Big Game parties while looking for recipes to feed guests. To get the word out, I directed my team and the Evite production teams to execute all Evite tactics including: Email, display/rich-media ads, content sponsorship, video and an Evite landing page to aid Big Game party-planning and connection with the McCormick recipe page. The Blue Chip team also developed the 50 Dips landing page allowing users to explore the interactive map and 50 recipes. Campaign results surpassed benchmarks and McCormick’s expectations as a flagship program.
