ACH Foods, Inc.

John Lazowski, Director of Marketing Flavor Enhancement
Papao Saisnith, Brand Manager
Babs Zepaltas, Research Manager

Cramer-Krasselt *Lead Agency

Susan Bishop, Group Account Director
Heather Juhnke, Account Supervisor
Michael Fazende, Creative Director
Ronn Kirkwood, Director of Brand Planning
Sandy Derhovsepian, Associative Creative Director
Jim Root, Senior Art Director
Laura Hinrichsen, Associate Media Director

In a category dominated by one ubiquitous brand, it was difficult for Spice Islands to gain any traction. Faced with a wall of McCormick product in the spice aisle, we found consumers didn't really "choose" their spice. Figuring there was no real difference in spices, they reflexively picked up McCormick. Our target of "food explorers" cared about quality and authenticity in their cooking, so by presenting our individual spices, each with its own superiority story, we were able to break the McCormick spell and achieved unprecedented sales growth.