McCormick needed a poster to advertise a new Meat Tenderizer Seasoning Mix in a fresh and unexpected way, for new customers already spoilt for choice. Although McCormick remains a flavour expert, and leader in culinary know-how, its range of seasoning simply wasn’t standing out from its competitors.

The strength and originality of the poster lies in its simple message and strong visual appeal. These suit the brand well as McCormick believes in trying new things, and delivers the benefit of the seasoning directly to shoppers.

The poster enjoyed much attention from shoppers, with a positive response across all age groups. Sales of the McCormick Meat Tenderizer Seasoning soared during the poster’s presence in stores. The poster also raised public awareness about the new product, by over 66%.