McCormick has become all things flavor. They have expanded from their original red cap line of spices via line extensions like Grillmates and acquisitions like Lawry’s, Frank’s RedHot, French’s, Thai Kitchen and Simply Asia, and more.
For generations, they relied on recipes to create demand for their flavor products, and social media was the next logical delivery channel. Now as millennials cook more and more, McCormick turned to GKV to help evolve their approach to appeal to this audience.
Millennials and millennial-minded consumers don’t want just rigid recipes, they want to be inspired to experiment with flavor. They want relatable brands with a sense of humor, engaged with popular culture. And they prefer Instagram and Pinterest to Facebook. It’s the non-recipe recipe for success. Based on today’s high engagement rates with GKV produced content and advertising, consumers are getting what they wished for and more.