When McCormick For Chefs came to us, the brand was struggling to overcome the dated misperception of being "old guys in suits selling spices." Our task was to shift brand perception and gain the trust of modern chefs and foodservice professionals..
We created a brand that led with actual chefs. One that wasn’t just "for chefs" but by chefs. Working side-by-side with McCormick’s in-house team of world-class chefs, we collaborated with top-of-their-game chefs throughout the industry to co-create flavor and menu inspiration, recipes, pro-tips, and valuable industry insights. We packaged it all in an edgy, editorial style that knocked down perception barriers and positioned Mccormick For Chefs as the industry’s go-to resource, providing busy everyday chefs and industry professionals with a destination filled with the meaningful, timely content that they craved to stay on-trend.