• by Karlene Lukovitz  @KLmarketdaily, April 3, 2012

Pinterest is quickly becoming a social media darling, particularly among food and other marketers targeting women.

No mystery here: The millions of Pinterest users are predominantly female -- 25-44 -- and a new PriceGrabber survey finds that 21% have purchased a product after seeing a photo on the site. Moreover, 33% report purchasing food/cooking items.

McCormick & Company certainly sees the potential, and it’s using Easter to launch a branded Pinterest page and kick it off with a holiday-themed “My Look Book” feature and contest.

Home cooks can select spring entertaining recipes (accompanied by mouth-watering images) from McCormick.com to add to their personalized Look Books, pin them to Pinterest boards or browse the Look Books of McCormick kitchen experts. 

In addition, through McCormick’s new Pinterest page, users of the social media site can earn chances to win prizes for sharing their “Pin-spirations.” 

To enter, users create their own “McCormick Pin-spiration” boards -- showcasing which of the brand’s recipes they would like to create this season -- and submit a photo of one of their own creations.

Pinners will be entered to win one of 25 spring baking packages, and the chance to have their original photos featured on McCormick.com.