Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in

By Reported Donna Loyle

The Rebuilding Plan

One of McCormick’s main priorities has been to move money from infrastructure to the marketplace. Specifically, the plan called for investing in technologies to help improve operating efficiencies, and in prospecting and advertising to grow its market.

One message Steve Fuller, vice president of marketing, wanted to make clear in his new advertising campaigns was Bean’s continued commitment to product quality and value. So television and space ads now tout the company’s reduced product prices and remind customers and prospects that the merchant stands behind its offerings with a money-back guarantee.