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McCormick
Our Company

Interactive
mccormick-our-company

The Assignment

McCormick products have achieved official omnipresent spice status, serving 9 out of 10 food and beverage companies, making up 90% of every meal’s flavor and taking up occupancy on the spice shelves of virtually every supermarket. But there’s an entire universe of endlessly curious, driven individuals behind the products.

To bring that aspect of the company to the front of the food-loving consumer’s brain, we rethought and retooled their website as a vehicle to help transform the perception of their brand from a mere spice maker to a company of passionate, globally connected flavor innovators and tastemakers.

The Copy

EYEBROW:
OUR COMPANY

H1:
We’re on a global (and enjoyable) quest for flavor.

COPY:
Creating innovative flavor solutions that translate to more than 140 countries and territories around the world takes a passion for problem solving, extraordinary effort and teamwork. Continuously growing sales under challenging economic conditions requires patience, stamina and insight gained from natural curiosity and tasty debate.

H3:
Appetite for creativity

COPY:
People are searching for new ways to eat, cook and share flavor and food ideas. And it’s universal. So we’re connecting with consumers to match the increasingly personal way they interact with food.

H3:
Endless flavor excitement

COPY:
To help industrial customers meet the demand for food personality, we’re delivering the deepest and broadest range of flavors, ingredients and services in our history. We create custom flavor solutions for 9 of the top 10 food and beverage companies and each of the top 10 foodservice restaurant chains.

H3:
Our vision for fascinating food

COPY:
Our work culture inspires our people to try bold flavor ideas, collaborate and brainstorm, and have fun doing it. It’s a big reason why we’re able to anticipate trends so quickly and thrill consumer taste buds all over the world.

CALLOUT:
#1 PRIORITY
COPY:
Guess what: 60% of our consumer segment sales are from brands that are #1 in their category.

CALLOUT:
FIRST TO NET ZERO

COPY:
Guess what: Our Maryland Distribution Center incorporates efficiency upgrades and solar panels to be the first commercial building in the state to achieve zero electricity consumption.

CALLOUT:
10,000 + EMPLOYEES
One Passion

COPY:
Guess what: No matter who you meet at McCormick anywhere in the world, you’ll encounter the Power of People.

CALLOUT:
FLAVOR: 90%        COST: 10%

COPY:
Guess what: Our products often make up 90% of a meal’s flavor and just 10% of the cost. You can see where our priorities lie.