In response to the recent growth in grilling as a cooking technique, as well as the surge in popularity of flavours from the American grill, McCormick Flavour Solutions enlisted the help of Jellybean to launch its Schwartz Grill Mates range into foodservice. The products are designed with chefs in mind, and so to get key insight from the market user research was conducted to understand how the products would be used on menus. These ideas were then tested with consumers to demonstrate the value Grill Mates could add for chefs. As part of the fully integrated launch, a masterclass video was produced to educate end users on the versatility and ease of use of the range, supported by online trade advertising, bespoke emails, PLOFs, social media and a dedicated webpage. In addition, a free product competition was undertaken – the Great Grill Mates Giveaway – driving trial with chefs and increasing engagement with the Schwartz online community. The campaign continues to grow, with nearly 100 online sign ups so far.
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