McCormick spices up its look and social presence with new campaign

Global flavour brand McCormick claims to be entering “a new era of transformation” in Southeast Asia (SEA) with new a brand new campaign themed “Create fresh memories with Mccormick”. Alongside the campaign, the brand is also rethinking its packaging design.

As part of the campaign, the brand has enlisted its first-ever “spice stars” in Singapore, while introducing its upcoming line of new products from the 135-year-old legacy brand. Mccormick’s spice stars include Gero DiMaria (pictured left), managing director and executive chef of Kucina Restaurant, whose easy-to-follow recipes on social media have made him an internet sensation.

Alongside DiMaria, there is also Jason Chua (pictured centre), better known as “Beng who cooks”. Chua is a chef, restaurateur, and content creator who became Singapore’s youngest hawker in 2018. Last but not least, there is Mathilda Huang (pictured right) who is a lifestyle content creator and wellness advocate.

Don't miss: AEON MY's spicy roast of McCormick conversation garners brand buzz 

For the campaign, the spice stars will reimagine their cherished food memories using the brand’s iconic flavours. By sharing personal recipes and memorable moments revolving around food and flavours, the Spice Stars will highlight the emotional connection between food and memory. Both McCormick and the stars will post the campaign’s content on their social media pages.

Priya Sharma, managing director of McCormick India-Southeast Asia said, “With McCormick’s brand renovation, we want to pay homage to the special meal moments using our herbs and spices that have empowered home cooks in Singapore and around the world. We are also pleased to share our redesigned and innovative packaging that was created based on deep consumer insights to aid home cooks of every skill level. We are confident that McCormick will continue to be a reliable partner for our consumers, who can count on us to help them create new culinary memories with their family and friends.”

McCormick has already introduced its refreshed designs through a series of AI-produced Recipe Mixtapes on Instagram and TikTok, blending culinary inspiration with a bit of fun to be more relevant on social media.

Based on consumer insights and market-specific flavour preferences, McCormick has updated the packaging for its herbs, spices and seasonings.

The new packaging features a sleek and clean design that allows all home cooks to achieve the best quality and flavour in their food. Other user-friendly design improvements include clearly displayed herb and spice names on the lid, a prominent best-by date on both the cap and bottle, a new transparent label that allows for easier monitoring and a versatile lid that caters for both teaspoon access and sprinkling.

Related articles:  
SPCA Singapore uses OOH social experiment in pet neglect campaign   
The Glendronach unveils new look that marries Highland spirit and Spanish flair  
Cedele Singapore sports minimalistic, no-nonsense new look