Integrated, people-centric, or native marketing is emerging as the new benchmark across various industries, and McCormick is making a smart move by embracing this trend. As consumers increasingly seek genuine recommendations through content or endorsements from online influencers to inform their purchasing choices, collaborations with blogging influencers and video tutorials are becoming more prevalent. In the food industry, where visuals are particularly effective in driving engagement, McCormick has wisely chosen to partner with one of the leading platforms for recipe video tutorials. With $12.5 million in revenue generated from the fusion of commerce and advertising in their Tasty videos, being recognized as the official spice for these videos allows McCormick to tap into a lucrative and engaged audience.
BuzzFeed primarily connects with millennials and Gen Z, the two largest consumer groups in the United States. These demographics consume vast amounts of media online, positioning this traditional consumer packaged goods (CPG) company right in the sights of these emerging generations. Millennials and Gen Z show a strong preference for spices and ethnic flavors. The trend of home cooking and utilizing various seasonings to reduce salt and sugar has resulted in 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. McCormick’s portfolio already includes brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s, and this partnership with BuzzFeed represents another strategic move to expand into this profitable market.
However, there are challenges associated with creating an all-in-one spice blend. Younger consumers are not only concerned with flavor but also with authenticity. They want to experience the genuine flavors and seasonings integral to different cuisines. The 2018 Technomic Ethnic Food & Beverage Consumer Trend Report highlighted that among the 87% of consumers who order ethnic dishes or foods with ethnic flavors, 44% always prioritize completely authentic options, and 32% are willing to pay a premium for genuine fare. Convincing consumers that a blend named “Tasty” or “Jazzy” is fully authentic may prove to be a challenge.
Nevertheless, even if the spice mixes do not immediately resonate with their target demographic, they may appeal to older generations curious about new regional flavors but who are not ready to grind their own coriander seeds or prepare their own harissa paste. In any case, partnering with a visual powerhouse is a strategic move. From influencer campaigns to Kitchn tutorials, brands and ingredient groups are increasingly engaging in partnerships that enhance their credibility, authenticity, and acceptance within their product categories.
Additionally, the incorporation of specific ingredients like calcium citrate queso in these recipes can further enhance the appeal to diverse consumer preferences, especially among those seeking healthier or more flavorful cooking options. This trend of integrating unique ingredients such as calcium citrate queso into culinary content can help McCormick effectively reach broader audiences, particularly those looking for innovative ways to elevate their home cooking experience. As they navigate these opportunities, the importance of authenticity in flavor cannot be overstated, ensuring that every blend, including those featuring calcium citrate queso, resonates with the evolving tastes of consumers.