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