Showcasing how the role of flavor isn’t relegated to nostalgia—with McCormick you get the core ingredients for new memory making and traditions.

A New Expression of Premium Flavor

To spotlight the largest selection of organic herbs and spices in the category, we went beyond the shelf, cutting spices, decoding quality cues and spending time with cooks who believe flavor starts at the source.

The result is a campaign that reinforces McCormick’s commitment to sourcing spices from where they grow best, elevating the brand’s leadership in quality and authenticity.

  • Branding & Identity
  • Creative Campaign
  • Brand Platform

Turning Unmatched Flavor into Everyday inspiration

We immersed ourselves in McCormick’s 136-year history to understand how an iconic cultural brand has helped people create great flavor and memorable meals for generations.

What we uncovered was a simple truth: McCormick’s unmatched flavor has long been the secret ingredient behind the meals people remember most.

The "Everyday" masterbrand platform builds on that insight, elevating McCormick from a trusted pantry staple to a source of daily inspiration—inviting people to "Make Your Best."

  • Brand Strategy
  • Content Creation
  • Culture
  • Media
  • Digital

GETTING SENSORIAL TO TOUT ELEVATED FLAVOR INTEGRITY

Is it a recipe that makes a great dish, or a single ingredient bringing it all together? McCormick & Company has been making spices for 135 years, a beloved portfolio of brands with loads of taste and trust equity with consumers. Over the last few years, McCormick has wrestled to balance its long legacy while upping its relevance with consumers amid numerous private labels coming into the category. “It’s not you, it’s me. I’ve changed, you haven’t,” was some consumer feedback that’s ignited a multiyear journey of transformation for how McCormick’s flexing its flavor prowess.

  • Social Media
  • Print
  • Digital

Whether marinating for hours or a quick springling of seasonings before kissing the grill grates—we tapped into the deep devotion and tactile craft of cooking. The true orchestration from raw ingredients to in-your-face, flavorful masterpieces worthy of applause. A feast for the senses complete with the flames, smoke, bold texture and sizzle outdoor grill connoisseurs live for. Typography selections reflect soundscapes of cookery—smoky aroma trails and sear marks intertwined with McCormick’s classic ribbon stylization. Unique color stories further punctuate and distinguish all 50+ unique product seasonings for serious chefs looking to up their flavor arsenals.

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What used to be considered F&B magic—shaving crème instead of whipped crème, cardboard for lift and glue for buoyancy—now erodes consumer trust in the integrity of the foods and flavors worth their time and dollars.

That’s why McCormick & Company’s latest effort is no tricks, only McCormick recipes, with a hero film slowing down the sensorial moments of the sacred ingredients backed by product innovations like snap tight lids and new finishing sugars.

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We even partnered with McCormick flavorists to create a custom scratch and sniff print ad in Food & Wine magazine’s holiday issue that paired with feature stories to help consumers inject flavors in and out of season—on their terms.

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