McCormick, the world-renowned leader in herbs and spices, has embarked on an exciting new chapter in Southeast Asia with the launch of a dynamic brand campaign and innovative product developments. Known for quality and freshness, McCormick’s latest campaign “Create Fresh Memories with McCormick” aims to breathe new life into home cooking with fresh flavours, sleek packaging, and innovative products. With a 135-year legacy behind it, the brand is entering this new phase by embracing modern consumer tastes while staying true to its roots.
A Fresh Take on Food Memories
At the heart of McCormick’s new campaign is the concept of food memories—those cherished moments we associate with specific dishes. To highlight this, McCormick has teamed up with three social media personalities in Singapore, dubbed the “Spice Stars”: Jason Chua, Chef Gero Dimaria and Mathilda Huang. Each of these culinary influencers brings their unique flair and personal connection to food, showcasing how McCormick’s herbs and spices can be used to recreate those sentimental dishes that evoke memories of family, tradition, and love.
Left to Right_: Jason Chua, Mathilda Huang, Chef Gero DiMaria. Photo © McCormick
Jason Chua, also known as Beng Who Cooks, is Singapore’s youngest hawker turned content creator. He shares how he recreates a homemade version of his son’s favourite fast food—a “happy meal” made with love and fresh ingredients, brought to life with McCormick’s signature spices. His story perfectly captures how McCormick empowers everyday cooks to transform meals into moments that will be remembered for years to come.
Chef Gero Dimaria, the owner and executive chef of Kucina, an Italian restaurant in Singapore, is known for his viral social media posts on how to choose food such as butter at the supermarket. He adds his own nostalgic touch with his version of penne arrabbiata, a dish that takes him back to his childhood. The smell of tomato and basil wafting through his home, a signature of his mother’s cooking, is an emotional connection that he now shares with his own family.
Mathilda Huang, a lifestyle content creator, also taps into her food memories by recreating a family favourite—carrot cake with Cajun prawns, inspired by a simple hawker dish that was a staple during both happy and sad times.
Together, these three personalities are sharing the emotional bond between food and memory, encouraging home cooks to create their own culinary masterpieces using McCormick’s extensive range of herbs, spices, and seasonings.
McCormick’s campaign is designed to engage a younger, tech-savvy audience. Through the use of Instagram and TikTok, the brand has introduced fun, AI-generated Recipe Mixtapes, blending culinary inspiration with technology to capture the attention of social media users. These short, catchy videos have been a hit with consumers, who have responded enthusiastically with recipe requests and positive feedback. By combining the old and the new, McCormick is positioning itself as a brand that honours tradition but is not afraid to embrace the future.
Sleek, User-Friendly Packaging
Photo © McCormick
As part of its transformation, McCormick has also redesigned its packaging to better suit the needs of modern consumers. The new glass bottles come with an innovative SnapTight™ lid, which seals in the freshness and preserves the flavour of the herbs and spices for longer. The practical design doesn’t stop there—the bottles now feature a transparent label for easy viewing, a clearly marked expiry date on both the lid and the bottle, and a versatile lid that caters to both teaspoon access and sprinkling.
This thoughtful attention to detail is a direct result of McCormick’s commitment to consumer insights, ensuring that even the most novice of home cooks can enjoy the quality and flavour the brand is known for. The move from plastic to glass is also a nod to environmental sustainability, further strengthening McCormick’s reputation as a forward-thinking brand.
Exciting New Flavours Tailored for Singapore
McCormick’s innovations go beyond just packaging. The brand is also rolling out an exciting line-up of new products, with flavours designed specifically for Southeast Asian consumers. Look out for McCormick’s Grill Mates BBQ sauces in tantalising flavours such as Spicy Korean and Sichuan Mala, as well as the versatile Shake Shake Black Pepper & Truffle Seasoning. These new offerings are a testament to McCormick’s ability to innovate while staying attuned to local flavour preferences.
The brand’s new products will be available in all major supermarkets across Singapore, making it easier than ever for consumers to experiment with fresh flavours and elevate their home cooking.
