The Challenge
McCormick has been around long enough that your grandmother’s grandmother might’ve had a tin of their seasoning in her cupboard back in the day, but now it was time for a fresh campaign that showed the brand could still be playful–and even make you laugh–while conveying its continued usefulness in every kitchen.
The Solution
Simple but devilishly effective, the “naked” campaign showcased sumptuous portions of food that were blurred out because they were too offensive to behold without the classic ingredients of McCormick’s products to adorn them. The message was clear: the only real crime would be to reveal that Christmas turkey without the proper fixings.
