Very Targeted Marketing
Right product, right message, right audience
To offer a taste of its new Grill Mates seasoning blends, McCormick camped out at three national parks on Sept. 5 and handed out grilling goodies to Labor Day-weekend visitors.
The brand partnered with RV rental marketplace RVshare and Kampgrounds of America to host the outdoor pop-up spots as a way to tap into the growing number of travelers who are deciding to hit the road this year.
“With the ongoing COVID-19 pandemic disrupting summer vacation plans, RV rentals have increased by more than 1,600% since early April, and camping remains a popular option for anyone looking to enjoy the great outdoors,” said Jill Pratt, chief marketing excellence officer at McCormick. “We knew RVshare and Kampgrounds of America were perfect partners to help us reach an audience of outdoor enthusiasts that would be traveling near popular national parks over Labor Day Weekend.”
McCormick chose the park locations according to RVshare’s data of the top 15 RV destinations for Labor Day, cross-referencing it with top KOA campgrounds. “Our chosen locations near the Smoky Mountains National Park, Rocky Mountain National Park, and Glacier National Park ensured that we had touchpoints across the country,” Pratt explained.
The pop-up experiences, which were produced by experimental event production company A Creative Force, boasted a friendly, bohemian vibe, complete with grilling kits that included the Grill Mates seasonings. “The grab-and-go option was a perfect experience to add value, have fun, and stay safe in 2020,” said Elyse Frisch of A Creative Force.
Designing experiences—such as outdoor pop-ups like McCormick’s “RV Grilling Yet?” activation—that allow brands to interact with consumers safely (and with as little contact as possible) is paramount right now.
“RVing and grilling go together and knowing that Labor Day RV bookings were up 50% from the previous year, we were able to tap into a culturally relevant moment and meet outdoor and grilling enthusiasts in a safe, socially distant way,” Pratt said.
In addition to following guidelines recommended by the CDC and the Red Cross, Frisch said that the “staff was temperature tested prior to their workday and masks were required [to be worn] by our staff. We had hand sanitizer available in many areas around our activation and were extremely mindful to keep to the recommended 6 feet apart as a standard measure.”
Close to 1,500 grilling kits were distributed to travelers over the course of the day. Plus, a select few also received “golden ticket” items such as future Kampgrounds of America stays, portable grills and coolers, grilling thermometers, and more.
See more from McCormick’s “RV Grilling Yet?” activation below:
McCormick partnered with RV rental marketplace RVshare and Kampgrounds of America to host the outdoor pop-up spots as a way to tap into the growing number of travelers who are deciding to hit the road this year.Photo: Courtesy of McCormick
The Grill Mates grab-and-go grilling kits contained McCormick all-purpose seasoning blends plus essential grilling items, recipes, and tips to make meals on the road.Photo: Courtesy of McCormick
“Whether we were camped out in the Great Smokies, the Rocky Mountains, or the Glaciers in Montana, we met adventurers who love to grill and appreciate our dreamy boho flair,” Frisch said about the pop-up’s design.Photo: Courtesy of McCormick
A select few campers also received “golden ticket” items such as future Kampgrounds of America stays, portable grills and coolers, grilling thermometers, and more.Photo: Courtesy of McCormick
With the “RV Grilling Yet?” campsite pop-ups, McCormick debuted its new seasoning blends, which are made especially for grilling.Photo: Courtesy of McCormick