Commentary

How McCormick Spiced Up Web Presence

If you’re not aware, flavor company McCormick relaunched its Web site earlier this year. Trying to drive demand for its various spice, herb, and seasoning products, McCormick’s site put the spotlight on food recipes. The result? The site experienced a 60% increase in “recipe views” year-over-year, according to Jennifer LaFrance, senior manager of digital marketing and social media at McCormick. Graciously, LaFrance told those in attendance at OMMA DDB that McCormick’s digital agency, RGA, deserved more than a pinch of the credit. And, McCormick could use all the exposure it can get considering the company rolled out 250 new products in 2012 alone, according to LaFrance.

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