Before McCormick transitioned its representation to Advantage Sales in early 2019, the leading spice and seasoning mix brand was seeking greater distribution and more profitable return on retail execution investment.
Our new partnership was a success from the start, as we collaboratively transitioned the business over six weeks without issue. In the first 12 weeks, dollar shipments at Advantage-managed retail accounts grew by a multiple of 13.
Our customized hybrid retail execution model brought more than 270 dedicated retail associates to stores in strategic markets and leveraged syndicated team associates in others for full coverage in nearly 10,300 retail locations. In the first year of partnership, our front-line associates built more than 300,000 McCormick displays. To address pandemic supply chain challenges in 2020, we quickly developed a plan to pack out products, build displays and gain faces. In the first four months of 2021, our teams corrected nearly 178,000 product voids in grocery and Walmart stores.
By mid-year 2021, McCormick was realizing a blended 15.4:1 ROI on its retail execution investment.