World’s #1 herbs & spices brand strengthens presence across Southeast Asia with new brand campaign themed ‘Create Fresh Memories with McCormick’ featuring popular influencers Jason Chua, Chef Gero Dimaria and Mathilda Huang. 

The legacy brand synonymous with quality and freshness is innovating for tomorrow with new packaging and new products.

Global flavour leader McCormick is entering a new era of transformation in Southeast Asia (SEA) with new innovations showcased through its brand campaign themed ‘Create Fresh Memories with McCormick’. The campaign introduces the brand’s first-ever Spice Stars in Singapore, as well as innovative new packaging and upcoming line of new products from the 135-year-old legacy brand that is renowned for quality and freshness.

Priya Sharma, Managing Director of McCormick India-Southeast Asia said, “With McCormick’s brand renovation, we want to pay homage to the special meal moments using our herbs and spices that have empowered home cooks in Singapore and around the world. We are also pleased to share our redesigned and innovative packaging that was created based on deep consumer insights to aid home cooks of every skill level. We are confident that McCormick will continue to be a reliable partner for our consumers, who can count on us to help them create new culinary memories with their family and friends.”

Creating Fresh Memories with McCormick

McCormick brings the heat to Singapore, through its first-ever Spice Stars, including:

• Gero DiMaria (left): Kucina Restaurant Managing Director and Executive Chef, whose easy-to-follow recipes on social media have made him an internet sensation.
• Jason Chua (centre): Better known as Beng Who Cooks, Jason is a chef, restaurateur, and content creator who became Singapore’s youngest hawker in 2018. 
• Mathilda Huang (right): Lifestyle content creator and wellness advocate 

For the “Create Fresh Memories with McCormick” campaign, the Spice Stars will reimagine their cherished food memories using the brand’s iconic flavours. By sharing personal recipes and memorable moments revolving around food and flavours, the Spice Stars will highlight the emotional connection between food and memory. Both McCormick and the Spice Stars will post the campaign’s content on their social media pages. 

For Jason Chua, the special dish that is part of a core memory is one that evokes relatable nostalgia. “I often make my own version of a ‘happy meal’ for my son when he asks for fast food,” Jason said. “I love creating the burger patty and sauce from scratch, making it a homemade meal to savour with my family. I am beyond excited to reimagine the humble, but oh-so satisfying burger with McCormick’s fresh flavours!”

Please refer to the Annex for more information on our Spice Stars and their fresh memories.

Pushing Boundaries with Creative Campaigns

McCormick is excited to continue innovating through resonant campaigns that engage and delight audiences throughout Southeast Asia. Recently, McCormick introduced its refreshed designs through a series of AI-produced Recipe Mixtapes on Instagram and TikTok, blending culinary inspiration with a bit of fun to be more relevant on social media. Since the campaign launched in September this year, consumers have been showing immense support through their comments with some asking for recipes to the dishes and others sharing how much they liked the mixtape videos.

Driving Innovation and Progression 

In addition to celebrating favourite foods and core memories across SEA, McCormick is also continuing to drive innovation. 

Based on consumer insights and market-specific flavour preferences, McCormick has updated the packaging for its herbs, spices and seasonings. The new packaging features a sleek and clean design that allows all home cooks to achieve the best quality and flavour in their food. The transition from plastic to glass bottles and the introduction of the all-new advanced SnapTight™ lid will work together to lock in flavour, retaining the fresh taste of McCormick’s herbs and spices for longer. 

Other user-friendly design improvements include clearly displayed herb and spice names on the lid, a prominent best-by date on both the cap and bottle, a new transparent label that allows for easier monitoring and a versatile lid that caters for both teaspoon access and sprinkling. 

Exciting New Flavours Tailored for Singapore, with More on the Horizon

McCormick will soon launch a range of locally relevant product innovations such as Grill Mates BBQ sauces in regionally relevant flavours such as Spicy Korean, Sichuan Mala and Shake Shake Black Pepper & Truffle Seasoning. Available in all major supermarkets in Singapore, these products are tailored to meet the unique tastes of Singapore’s consumers, demonstrating the brand’s dedication to continuous innovation and a deep understanding of local culinary preferences. 

As McCormick continues to evolve to deliver on the preferred tastes of SEA consumers, even more exciting and forward-thinking campaigns that reflect the brand’s innovative spirit, as well as products that align with the tastes, preferences and lifestyles of consumers across Southeast Asia, can be expected.