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McCormick conducts La Grille spice campaign

Spice company McCormick has begun a new campaign to promote its Club House La Grille product line. The campaign, developed by JWT Canada of Toronto, is aimed as summer barbecue cooks. The initiative includes a 30-second television commercial called “Spice Aisle.” In it, a man pushes a barbecue through a grocery store, placing various cuts of meat inside it and gathering a group of other shoppers behind him. He then moves to the spice section of the store and picks up a bottle of Club House Montreal Steak Spice. A voiceover says, “Turn down the spice aisle, turn up the flavour.” The ad uses the tagline, “La Grille. For La Serious Griller.” The ad is airing nationally in English, with separate French-language commercials running in Quebec. Print advertising is supporting the TV executions. “It’s been a few years since McCormick has done La Grille spots, and we think this campaign is a great way for them to maintain their strong market position,” said Paul Wales, executive creative director of JWT Canada. “The creative speaks to both the functionality of the La Grille spice products, and to the emotional connection the barbecuer has when using them.”

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