Daily Insights

McCormick’s Marketing Recipe

By: Alizah Asif Farooqi | Feb 09, 2021

In the the world of mixed social mediums, video is proving to be the best flavor.

Flavor icon McCormick reported a 10% increase in net sales to $3.60 billion in its consumer segment during the 12 months ended Nov. 30, along with the number one spot in Gartner’s Digital IQ Index: Food. As more and more consumers cook at home amidst the pandemic, here’s how the brand warmed up to video as a way to ease new audiences into the kitchen.

McCormick aired short video clips that showed consumers how to use its multitude of products on social media platforms including Facebook, Instagram, and YouTube. For the videos, McCormick’s chefs cooked in their own kitchens, which is less expensive than working with advertising agencies and professional film studios. The shift began in 2018 when McCormick created a shared-service center especially for marketing and advertising, which helped the company cook up new videos and commercials to keep content fresh.

On YouTube, the brand continues to gain strong viewership on its successful Flavor Maker series, and
its newly introduced Autonomous Sensory Meridian Response (ASMR) based recipe content to explore alternate ways for enhancing user experience. McCormick also excels through best-in-class guided selling assets and a seamless handoff to e-tailer product pages.

As trends continue to be dreamed up on TikTok, brands should take a page from McCormick and apply these ideas to other mediums as a way to not only test the waters, but achieve a more full-bodied approach to marketing.

See more: Food , Video , McCormick