Recipe content is table stakes for food brands, but sites like Allrecipes and The Kitchn dominate the conversation across social platforms…except for YouTube. Enter: McCormick.
Ally Flechsig—CPG Advisory Specialist at Gartner For Marketers—talks about the spice brand’s efforts in translating not only best-in-class recipe videos, but creative content footing to the platform’s unique trends, into outsized brand performance.
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