Discover our finest flavors

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 Flavors,” 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 flavor 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.”

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.”

The national campaign launches this month across OTT, digital, print, and social, with an additional launch for TV spots on March 16.