McCormick Gourmet had a sophisticated recipe library highlighting Gourmet spices used in inspiring, new ways. It was an incredible resource that consumers weren't taking advantage of. Because we know that online engagement leads to increased sales at retail, we needed to create an experience that would encourage recipe visits and strengthen brand awareness.

The Dinner Party Chain is a Facebook planning tool that suggests an inventive three-course dinner party menu based on a theme, replete with alternatives for each course and music playlists. Once you join the chain, you’re automatically entered to win the ultimate dinner party celebration. To date, gourmands have hosted over 13k dinner parties, with recipes searched up 32%.

The Dinner Party Chain is a Facebook planning tool that suggests an inventive three-course dinner party menu based on a theme, complete with recipe alternatives and music playlists.

Once you join the chain, you’re automatically entered to win the ultimate dinner party celebration.

Visitors can enter their dream dinner party theme and browse event ideas from the McCormick Gourmet community. Each entry is paired to a personalized menu recommended for you. The Gourmet Facebook timeline captures beautifully prepared meals inspiring foodies everywhere to get into the kitchen and discover the joy of cooking. And, our #GoGourmet section of our Facebook Timeline allows fans to upload their dinner parties on Instagram.

An overwhelming 217k Recipe and Product Views

Page-level engagement rate were upwards of 4.92%

Generated post-level feedback rate of 1.29%

Recipe searches on McCormickGourmet.com are up 32%

Dinner Party Chain Entries:

• Over 13K DPC submissions

• 22.5% submission rate

• 98% of the menus were unique recipe combinations

Facebook Promoted Posts reached 22x more people (5.7MM highly qualified targets) at an extremely efficient CPA of $0.20

Community Growth: tripled size of Facebook community