McCormick: Breaking into the market with a phased Meta strategy

How a comprehensive Meta blueprint helped successfully launch & scale new FMCG products

D2Cperformance marketingcreative consultingfunnel optimization

McCormick’s challenge: Introducing a new product in a competitive market

McCormick, the global leader in spices and seasonings, reached out to me as they were planning on launching new ready-to-use spice mixes. They needed to prove market viability quickly and build a scalable growth blueprint that they could easily replicate.

How I helped McCormick launch & scale their spice mixes sales

With a tight timeline and big targets, I approached the launch in three key phases:

Phase 1 – Learn:

Set up a campaign that integrated Shopify and Meta to ensure that tracking was flawless. A soft launch during the post-holiday period allowed us to warm up the audience and gather early performance insights, laying the base for the full campaign.

Phase 2 – Optimize:

Building on the initial learnings, I structured a full-funnel campaign across top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) levels.
We tested diverse creative formats and messaging variations - ranging from static images to engaging videos - to determine which resonated best with the target audience.
Budget was phased to maximize conversions and maintain cost efficiency, while continuous A/B testing helped identify winning ad sets.

Phase 3 – Scale for long term:

With clear winners emerging, I scaled the most effective campaigns, reallocating budgets to further boost performance. Creative messaging was refreshed periodically to keep the campaign dynamic and engaging, ensuring sustained audience interest and improving conversion rates.
A long-term roadmap & blueprint were then created for ongoing optimization and sustainable growth.

The results: Successful launch & Scalable revenue growth

McCormick’s ready-to-use spice mixes launched with strong market traction, exceeding early sales targets and setting the stage for long-term success.

The blueprint helped lay a solid foundation for scalable revenue growth; and made it easy to replicate this growth model for future launches and new markets.

My advice to brands using META ads to launch consumer goods:

Build a solid technical foundation and ensure robust tracking before launching campaigns.
Embrace a phased approach: test and learn with small budgets, then scale the winning strategies.
Continuously refresh creative messaging to maintain engagement and drive conversions.