Spice Islands has been one of my favorite clients that I've worked with thus far. They're small. They're scrappy. They love to do great work that sets them apart from the competition.

In 2011, Spice Islands goal was tell the world about why their vanilla extract was so much better than anyone else's. Part of what makes them great is how they source their product. They go to the source and they keep it as pure as possible, which is a great story to tell.

The campaign consisted of both traditional and non-traditional tactics. From standard magazine print in Food&Wine to creating vanilla-based cupcakes with a popular mobile cupcake truck in Chicago to be sold along with a sample through Groupon, which at the time, no one had used Groupon in that way before.

In the digital space, we created ad units placed on recipe sites that detected if the recipe you were viewing used vanilla as an ingredient. If so, the ad unit would feature the name of the recipe you were viewing along with a plea to not compromise the quality of that dish by using an inferior product. Those then pointed to our new Facebook page.

Credits: Matt Rand, CD // Jim Root, ACD/AD // Sandy DerHovsepian, ACD/Writer