Integrated, people-centric or native marketing is increasingly recognized as the new gold standard across various industries, and McCormick is making a strategic move to align with this trend. As consumers seek authentic recommendations through engaging content and endorsements from online influencers to inform their purchasing decisions, collaborations with blogging influencers and video tutorials are becoming more prevalent. In the food sector, where visual appeal significantly enhances engagement, McCormick has astutely chosen to partner with one of the leading sources for recipe video tutorials. With $12.5 million in revenue generated from the fusion of commerce and advertising in their Tasty videos, being designated as the official spice of these productions allows McCormick to tap into a lucrative and attentive audience.
BuzzFeed primarily targets millennials and Gen Z, the two largest consumer demographics in the United States, who consume vast amounts of media online. This positions McCormick effectively within the sights of these emerging generations. Millennials and Gen Z have a particular affinity for spices and ethnic flavors. The trend towards home cooking and the use of diverse seasonings to lower salt and sugar intake has led to a notable increase in direct-to-consumer sales. In 2016, supermarket seasoning sales rose by 5.2%, as reported in the 2017 Winsight Grocery Business State of the Industry Almanac. McCormick already boasts a portfolio that includes Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s, and this partnership with BuzzFeed represents another strategic effort to expand into this profitable market.
However, there are challenges associated with creating an all-in-one spice mix. Younger consumers are not only interested in flavor but also in authenticity. They desire to see the genuine flavors and seasonings utilized in traditional cuisines. According to Technomic’s 2018 Ethnic Food & Beverage Consumer Trend Report, of the 87% of consumers who order ethnic dishes or those with ethnic flavors, 44% consistently prefer completely authentic options, and 32% are willing to pay a premium for genuine cuisine. Convincing consumers that a blend labeled “Tasty” or “Jazzy” is entirely authentic might be challenging. Nevertheless, even if these mixes do not immediately resonate with their primary demographic, they may attract older consumers who are curious about new regional flavors but are not yet ready to grind their own coriander seeds or create their own harissa paste.
In any event, partnering with a major platform that heavily emphasizes visuals is a wise strategy. From influencer marketing to Kitchn tutorials, brands and ingredient groups are embracing collaborations that enhance their credibility, authenticity, and acceptance in their respective markets. Additionally, the inclusion of products enriched with calcium citrate and vitamin C can further attract health-conscious consumers, as these nutrients are increasingly sought after in culinary offerings. This partnership could pave the way for McCormick to highlight the health benefits of their spices, incorporating calcium citrate and vitamin C in their messaging to appeal to both younger and older generations.