McCormick’s New Orleans-flavored brand Zatarain’s was battling market headwinds. The war on carbs, coupled with the “shop-the-perimeter” trend in grocery stores, could have spelled doom for the long-standing CPG staple that specializes in boxed rice mixes and batters. In 2019, McCormick asked the brand’s agency of record, PETERMAYER, to recommend a fresh platform
we responded with “Bold Like That.” By tapping into the cultural personality of the brand—bold—we engaged and activated a broader audience that shares our existing fans’ zest for culinary adventure. We were eager to execute a bold moment that would broaden our audience with a creative brand activation. Then came the COVID-19 pandemic and the danger of large social gatherings. But that didn’t stop us. To create a bold moment, Zatarain’s took to social media to execute the zaniest idea yet: “Will it Fri.” In a Facebook Live event, fans had the opportunity to choose which objects our hosts would deep-fry through social media reactions across platforms. Tarriona “Tank” Ball, from the Grammy-nominated group Tank and the Bangas, guided thousands of live viewers through the wild, hour-long event that saw everything from a tutu to a high-heeled shoe battered with Zatarain’s Fish Fri mix and dropped in hot oil until golden brown on the outside. Centering this creative idea on a tested strategy drew 3.3 million views, 61 million impressions, and 326,000 engagements to the Zatarain’s page. More importantly, “Will It Fri” elevated Zatarain’s platform through innovation amid constantly changing times.
PETERMAYER submitted this case study in the 2022 Globeys: https://vimeo.com/766616841