Spice manufacturer McCormick has rolled out a yearlong global campaign that celebrates flavor and the company’s 125th anniversary. Called Flavor of Together, the program has enlisted 125 brand ambassadors, including chefs, food editors, bloggers and registered dietitians, to educate and engage consumers around the world about flavor and culinary trends. The program will launch in countries besides the U.S. in the coming weeks.
Five of the flavor ambassadors on Dec. 3 demonstrated recipes from McCormick’s Flavor Forecast 2014 at a kick-off in New York City for editors, bloggers and food influencers held at 620 Loft and Garden, atop Rockefeller Center. The ambassadors, Food Network’s Claire Robinson, Iron Chef America’s Donatella Arpaia, Food and Wine’s best new chef 2013 Alex Stupak, Cooking Channel’s Kelsey Nixon and Suvir Saran, chairman at the Culinary Institute of America, also shared stories and offered insights into their flavor inspirations. McCormick’s executive chef discussed upcoming flavor trends from the Forecast.
Online support includes a website, flavoroftogether.com, with videos, recipes and stories from consumers and chefs. For every story shared on McCormick brand websites or social channels, the company will donate $1, up to $1.25 million to United Way.
“Flavor of Together is a yearlong initiative to ignite a global conversation about flavor and the unifying and defining role it plays in our lives,” Lori A. Robinson, vp-corporate branding and communications at McCormick, told Buzz.