To announce McCormick®’s new products , we partnered with Hip-Hop icon and beatboxing pioneer Doug E. Fresh to release an original song and accompanying music video to celebrate two milestones - the brand’s first bottle redesign in nearly 40 years and the 50th anniversary of hip-hop. A Hip-Hop Hall of Fame inductee and BET Hip-Hop Awards Icon honoree, Fresh delivers an original song featuring bold, sizzling beats in the kitchen, the pop of the new SnapTight™ lid snapping, along with lyrics to savor.
We led creative direction for the campaign shoot, including concept development, styling, and on-set direction for both the music video and supporting food content. The final assets reintroduced McCormick with a bold new look and sound, showcasing the SnapTight innovation through rhythm, visuals, and vibrant energy.
The final video was accompanied by a culinary photoshoot for social channels, as well as teaser content to hype up the video, seen below.
PRESS & CONSUMER ACTIVATION
To celebrate the release, we co-hosted a media and consumer cooking class with Doug E. Fresh and a McCormick chef—transforming a product story into an experience worth talking about. We positioning McCormick at the intersection of food, culture, and innovation.
