Real Asian Made Simple

Consumer Activation Target
Quick Scratch Foodie Adventurers

Challenge
McCormick’s Simply Asia Foods brand saw an opportunity to bring simple solutions to consumers who enjoy Asian cooking but are intimidated by complicated spices, seasoning and processes associated with creating an “exotic” meal.

Solution
To reinforce Asian authenticity, Alcone introduced Simply Asia Foods to Asian Cooking Made Simpler TV host and chef, and Everyday Chinese Cookbook author, Katie Chin. To reinforce the simplicity, Alcone brought Katie and Simply Asia together with Real Simple magazine to create an impactful consumer event that brought Katie into every home in America via on line tutorials at realasianmadesimple.com that showed consumers just how simple Asian cooking with Simply Asia can be. The event was communicated to consumers via Real Simple print and editorial support, Sunday FSI and targeted on-line search optimization. In addition, consumers could enter to win a live appearance by Katie in their home to cook an authentic Asian dinner for 10.