Showcase McCormick spices in a warmer, less corporate light that highlights the unique spices.


McCormick has an established place in the market as an old brand. The brand needs to make an effort to appeal to the next generation of consumers. 


Provide an outlet for consumers to share their cooking secrets within a larger community and learn the coveted secrets of McCormick. Print ads and OOH grocery take-over and scent stickers lead to microsite. Social media circulates the secret ingredients of McCormick.