McCormick unveils Gourmet Collection campaign
McCormick US campaign for the all-new Gourmet Collection, celebrating 70+ globally sourced spices and an elevated new look.
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McCormick, in partnership with creative AOR Colle McVoy, is launching a new national campaign for the McCormick Gourmet Collection, a premium line of more than 70 globally sourced spices, now elevated with a refreshed packaging design.
Titled Discover Our Finest Flavours, the campaign positions McCormick Gourmet as the go-to collection for discerning home cooks who view cooking as both craft and exploration. The work underscores the brand’s commitment to sourcing spices from the regions where they grow best, reinforcing quality, authenticity, and culinary credibility.
“For more than 135 years, McCormick has defined what great flavour tastes like for generations of cooks around the world,” said Tabata Gomez, Chief Marketing Officer at McCormick & Company. “This work reinforces a simple truth: when you start with exceptional spices sourced from where they grow best, you set the gold standard for taste, providing people the confidence to cook ambitiously and entertain proudly.”
Credits
View on- Agency Colle McVoy/Minneapolis
- Production Company Emerald Pictures
- Director Kosta Glusica
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Credits
View on- Agency Colle McVoy/Minneapolis
- Production Company Emerald Pictures
- Director Kosta Glusica
- Managing Director/Partner Mara Milicevic
- Managing Director/Partner John Duffin
- Editing Whitehouse Post/New York
- Executive Post Producer Ryan Smith / (Executive Post Producer)
- Head of Post Production Eric Schoen
- Post Producer Samantha Kent
- Editor Tiffany Taveras
- Music/Sound South Music & Sound Design
- Group Creative Director Lia Khayami Quinones
- Group Creative Director Tim Mattimore
- Creative Director David Hahn
- Creative Director Zachary DeBlaey
- Group Design Director Diana Quenomoen
- Design Director Robert Pflaum
- Designer Chloe Ward
- Executive Producer Kelly Farley
- Producer Skot Bright
- DP Kosta Glusica
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Credits
powered by- Agency Colle McVoy/Minneapolis
- Production Company Emerald Pictures
- Director Kosta Glusica
- Managing Director/Partner Mara Milicevic
- Managing Director/Partner John Duffin
- Editing Whitehouse Post/New York
- Executive Post Producer Ryan Smith / (Executive Post Producer)
- Head of Post Production Eric Schoen
- Post Producer Samantha Kent
- Editor Tiffany Taveras
- Music/Sound South Music & Sound Design
- Group Creative Director Lia Khayami Quinones
- Group Creative Director Tim Mattimore
- Creative Director David Hahn
- Creative Director Zachary DeBlaey
- Group Design Director Diana Quenomoen
- Design Director Robert Pflaum
- Designer Chloe Ward
- Executive Producer Kelly Farley
- Producer Skot Bright
- DP Kosta Glusica
To create the new McCormick Gourmet Collection campaign, the team went beyond the shelf: cutting spices, identifying consumer quality signals, and spending time with passionate home cooks who believe unmatched flavor starts with the quality of the herbs and spices.
A :15s hero spot highlights the depth and richness of individual spices, paired with culinary storytelling that reinforces the idea that with the all-new McCormick Gourmet Collection, every meal can transport you somewhere unexpected. Two :06 videos spotlight how authentic, globally sourced ingredients, like vanilla straight from Madagascar, can elevate unforgettable dishes such as crème brûlée.
The work also marks the first major national push behind the refreshed Gourmet Collection look and feel, designed to signal premium quality and differentiate the collection as the largest selection of organic herbs and spices in the category.
“The redesigned Gourmet Collection gave us the foundation for a true relaunch,” said Diana Quenomoen, VP, Co-head of Design, Colle McVoy. “With sleeker, more contemporary packaging as the catalyst, we developed a campaign and design system that elevates the brand’s premium credentials and connects with today’s quality-driven cook.”
