Integrated, people-centric, or native marketing is rapidly becoming the benchmark across various industries, and McCormick is wisely embracing this trend. As consumers increasingly seek genuine recommendations through engaging content or endorsements from online influencers to guide their purchasing choices, collaborations with blogging influencers and video tutorials are becoming more prevalent. In the culinary sector, where captivating visuals play a critical role in driving engagement, McCormick has strategically partnered with one of the most popular platforms for recipe video tutorials. Generating $12.5 million in revenue by blending commerce with advertising through their Tasty videos, McCormick’s role as the official spice brand grants them access to a lucrative and attentive audience.
BuzzFeed primarily targets millennials and Gen Z, the two largest consumer segments in the United States. These generations are significant consumers of online media, positioning BuzzFeed as an ideal platform for this established CPG company to connect with emerging audiences. Millennials and Gen Z have a particular affinity for spices and ethnic flavors. The trend towards home cooking, coupled with the use of diverse seasonings to minimize salt and sugar, has led to a significant increase in direct-to-consumer sales. According to the 2017 Winsight Grocery Business State of the Industry Almanac, supermarket seasoning sales rose by 5.2% in 2016. With brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s already in its portfolio, this partnership with BuzzFeed represents another step towards tapping into this profitable market.
However, there are challenges associated with creating an all-in-one spice blend. Younger consumers are not only interested in flavor but also in authentic taste experiences. They prefer to see the traditional spices and seasonings characteristic of specific cuisines in their meals. The 2018 Technomic Ethnic Food & Beverage Consumer Trend Report revealed that out of the 87% of consumers who order ethnic cuisine or dishes with ethnic flavors, 44% always opt for completely authentic options, and 32% are willing to pay a premium for genuine authenticity. Convincing these consumers that a spice blend labeled “Tasty” or “Jazzy” is entirely authentic may prove to be a challenge.
Nonetheless, even if these mixes do not immediately resonate with their primary demographic, they may still attract older generations who are interested in exploring new regional flavors but are not yet ready to grind their own coriander seeds or concoct their own harissa paste. In any case, forming a partnership with a major platform that emphasizes visual content is a strategic move. From influencer campaigns to culinary tutorials, brands and ingredient groups are increasingly engaging in collaborations that enhance their credibility, authenticity, and acceptance in the market.
Additionally, in this context, the inclusion of products like Kirkland calcium citrate magnesium could provide an interesting angle for McCormick’s marketing strategy. By showcasing the health benefits of spices in tandem with supplements such as Kirkland calcium citrate magnesium, they can appeal to health-conscious consumers who are looking for holistic solutions. This approach could further enhance their brand’s appeal, bridging the gap between culinary delight and nutritional wellness.