MCCORMICK
Being the biggest and the best can be a curse.
McCormick is the largest spice company in the world, with an unmatched history and over $2.9 billion in annual sales, but after 126 years of market domination, where do you find room to grow? We needed to bring a sensory experience back to McCormick spices.
McCormick: Unbottled. A new brand experience to create a new engaged and loyal generation of McCormick consumers.
Updated packaging reminds consumers of McCormick's essential promise: Memory, emotion, and a sense of travel and adventure.
Spice Journeys: The easy-use packaging would include all of the spice ingredients to create an authentic-tasting meal from far-away.
McCormick spice fairs hosted in farmer's markets across America let customers learn, experiment, taste, and smell McCormick products instead of seeing them on antiseptic supermarket shelves.
STORYTELLING
We partnered with StoryCorps to set up a mobile recording studio to allow people to record their spice stories connecting the product to family and memory.
PERSONALIZED SPICE EXPERIENCE
Each monthly delivery would include recipes, interesting information about each spice, to give the consumer the confidence to cook with (and purchase more!) of the product.
We asked consumers to share their “unboxing” moment, their recipes, and images of themselves cooking/what they made using the hashtag #SpiceExperience on Facebook, Youtube, and Pinterest--building a valued community of people invested in the McCormick brand.
Team: Marika Bailey (Creative Strategy), Anthony Mundle (Strategy), Ahmet Reisli (Strategy), Daelyn Francis (Research), Diana Olsen Friedman (Research), Eloisa Andre Gaona (Strategy), Nicole Lebenson Angulo (Strategy)