Food flavor giant
McCormick is taking their passion for flavor to the Latino market with the launch of a major new marketing campaign, the largest Hispanic marketing effort to date. Kicking off at the start of the grilling season, the Hispanic campaign is supported by a new Spanish-language website, national and local advertising, retail promotions and public relations support that extends to social media and direct marketing/event elements.

The integrated program debuts with the Asando Sabroso tour (Grilling with Flavor tour) in San Antonio on Cinco de Mayo (May 5). With live radio broadcasting and giveaways, the 26-stop tour throughout San Antonio, Dallas, Houston, Austin, Los Angeles, and Phoenix, will turn retailer parking lots into a grilling fest.  As part of the tour, a McCormick-branded food truck will offer product samples, flavor ideas and two delicious tacos —a Carne Asada Taco seasoned with Grill Mates® Montreal Steak® Seasoning, and a wonderful Chipotle Chicken Taco, showcasing some of McCormick great spices — for a minimum $1 donation to help Latino students pursue their passion for cooking at the Culinary Institute of America (CIA).  McCormick will match all funds collected to provide targeted scholarships.

“Latinos share McCormick’s passion for flavor and the grilling season is a perfect time to showcase new flavors and recipes with family and friends. Besides increasing awareness of our quality products, which ignite the bold, lively flavors of Latin cooking and grilling, the campaign gives us the opportunity to support the next generation of talented culinary professionals,” said Valentín Ramirez, Vice President/Managing Director of Hispanic consumer markets for McCormick.

The McCormick tour will be promoting educational opportunities for aspiring Latino chefs with help from CIA-graduate, Chef Johnny Hernandez – a rising food star and successful restaurateur of La Gloria in San Antonio. Hernandez is also partnering with McCormick to promote Latino-inspired recipes via a Southwest media tour and other PR activities.

The multi-million dollar campaign includes national and regional television advertising with spots appearing on top Hispanic networks, as well as regional radio advertising.  Additional campaign elements include in-store support with display, recipes and special pricing; and a Spanish language website that encourages exploration of new flavors and the sharing of kitchen-tested recipes. Social media engagement will be active during all tour stops.

“These marketing and sales initiatives are an integral component of our overarching strategic Hispanic growth platform for McCormick”, said Ramirez.

“As thought leaders in flavor, we look forward to collaborating with our retail partners to capitalize on this growing and attractive consumer segment,” added Ed Landy, VP of Sales.

The Hispanic marketing campaign will continue throughout the year with activities during Hispanic Heritage Month and the holiday season.

The online information is available at The tour can be followed at @asandosabroso handle on Twitter or as a friend of McCormick on Facebook at mccormickspice.

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