Almost no other season is as strongly characterized by memories and rituals as the Christmas season – we decorate, cook and bake. Certain tastes and scents in particular, which we associate with Christmas, evoke these memories and have the power to transport us to the contemplative Advent and Christmas season.
The advent season, which begins very early in retail, is therefore an ideal opportunity for many brands from different categories to activate their target group with measures that are appropriate for the season. While promotions in retail stores require a great deal of planning in advance due to approval processes and the availability of promotional space, activities outside of the sales channels can be planned and implemented at short notice. And with the right choice of touchpoints and a suitable staging, they create a surprising and appealing brand contact that will be remembered. While samplings at train stations are generally aimed at short contacts and the largest possible number of trials (although brands can also be staged here with a high impact and appropriately using creative visibility/branding concepts), a somewhat higher-quality brand experience can be realized in other environments with the target group – while still achieving interesting contact values. Street and guerrilla samplings are particularly suitable during the (pre-)Christmas season, when the city centers are full of people doing their Xmas shopping and attending the many Christmas markets and other outdoor events.
Cinnamon is undoubtedly one of the scents that is inevitably associated with Christmas. This is precisely why McCormick opted for street sampling during the run-up to Christmas, in order to anchor the brand and one of its most important spices in the minds of the target group during the cooking and baking-intensive Advent season.
With a brand presence that was thematically aligned with the season, well-thought-out logistics and friendly, well-trained promotional staff dressed as Santa Claus – in rich orange instead of red, to match McCormick, of course – the appealing sampling surprised the target group in a relaxed atmosphere in their free time: delicious cinnamon biscuits, specially made for the activity with the finest McCormick cinnamon, were handed out to the target group from oversized McCormick cinnamon spice jars, which were festively decorated. In addition, recipe cards for Christmas cinnamon recipes were provided, with a 50% discount voucher for purchasing McCormick cinnamon at Coop integrated into them, which provided inspiration in the kitchen and ensured that McCormick cinnamon was on the list for the next purchase.
In 10 days of operation in 5 cities, McCormick surprised over 30,000 people with a festive greeting and, thanks to the eye-catching brand presence, ensured a multitude of communicative contacts.
Briefing
Generate awareness of the McCormick brand and its spices through brand-appropriate activation and in line with the season.
Solution
Guerrilla street sampling with a brand presence that is thematically aligned with the season, well-thought-out logistics and friendly, well-trained promotional staff as Santa Clauses – in a rich orange color instead of red, to match McCormick, of course. And fine cinnamon biscuits, which were specially made with McCormick cinnamon.
Result
10 days of work, 5 cities, over 30,000 cinnamon biscuits handed out to passers-by who were delighted to receive them, and many more communication contacts thanks to the eye-catching brand presence.