McCormick Brand Campaign: Key Findings
Flavor today is about creating moments that feel personal, expressive, and real.
As consumers spend more time at home and seek small ways to make everyday rituals feel special, they’re turning to ingredients that tell a story.
People are redefining what “home” means, according to Mintel’s 2025 Global Consumer Trends.
The home has become a hub of comfort, creativity, and authenticity.
Consumers aren’t chasing perfection, and instead, they’re celebrating the perfectly imperfect moments that make cooking and sharing food meaningful.
That’s exactly where McCormick, the 135-year-old flavor brand, saw an opportunity.
With its new line of Finishing Sugars and Salts, McCormick is tapping into the desire for products that not only enhance flavor but add a final touch of creativity and joy.
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In a recent conversation, Giovanna DiLegge, McCormick’s vice president of marketing for U.S. Spices, Seasonings, and Extracts, shared how the brand is meeting this shift head-on, turning the art of finishing into a new way for people to connect with food, creativity, and each other.
Who is Giovanna DiLegge?
Giovanna DiLegge is the vice president of marketing for McCormick’s U.S. Spices, Seasonings, and Extracts business. She leads the strategy and growth for some of McCormick’s most beloved brands, including McCormick, Lawry’s, Old Bay, and Gourmet Garden. Over her 14 years with McCormick, Giovanna has built a career around driving innovation, inspiring teams, and bringing bold flavor to the table, both literally and figuratively.
See the Spark Then Build a Category Around It
McCormick’s journey into finishing ingredients started with a simple but powerful insight: people love adding that final, expressive touch to what they make.
“We saw a clear and growing demand among consumers for premium finishing products that not only enhance flavor but also elevate the visual appeal of dishes in the final moments of preparation,” DiLegge says.
It began with a test: Holiday Finishing Sugars, launched in late 2024 as a limited-edition release.
What started as a seasonal experiment quickly turned into a social media moment. People sprinkled them on cookies, cocktails, and even coffee foam, and proudly shared their creations online.
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The reaction told McCormick’s team something big: this wasn’t just another holiday launch. It was the start of an entirely new way consumers wanted to experience flavor.
By spring 2025, Finishing Salts followed, and the response was just as strong.
Each new collection gave home cooks another way to experiment, to turn everyday meals into moments of creativity and self-expression.
Create Partnerships That Spark Culture
One of McCormick’s biggest wins came from a standout partnership with Milk Bar and its founder, Christina Tosi.
Together, they dreamed up a limited-edition cookie featuring McCormick Finishing Sugars and signature holiday flavors, a collaboration that perfectly blended creativity, timing, and nostalgia.
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Timed around National Cookie Day, the campaign gave away Candy Cane Pretzel Bark Cookies to the first 100 customers in New York, Los Angeles, and Washington, D.C.
Each location sold out in under an hour, and the cookie went on to become Milk Bar’s top seller that month.
“The success of the partnership came down to three things: cultural timing, product innovation, and talent alignment,” DiLegge says.
“By launching during a high-impact moment in an authentic way and activating Christina’s fanbase and influence, we were able to generate meaningful buzz and drive significant media attention for McCormick.”
Each piece worked in harmony: the timing created excitement, the product delivered something new, and Tosi’s genuine connection with fans made it feel personal rather than promotional.
The result was a perfect example of how brand partnerships can move beyond simple collaboration to become true cultural moments, where creativity, community, and brand purpose meet.
Evolve Without Losing What Makes You Iconic
For a brand with as much heritage as McCormick, staying relevant while honoring its roots is a balancing act, one the company has perfected over more than a century.
“McCormick has led the pumpkin spice movement since we created the original Pumpkin Pie Spice blend back in 1934, and it’s a product that still dominates with 72% consumer preference over competitors,” DiLegge says.
But even icons need to evolve. It’s the reason McCormick launched its Pumpkin Spice Finishing Sugar in Fall 2025, a modern twist on a nostalgic favorite.
“It’s a perfect example of how we continue to innovate to meet the evolving tastes and creative expression of today’s consumer,” DiLegge adds.
Reimagining flavors people already love lets McCormick show that heritage and innovation don’t have to be opposites; they can strengthen each other.
The brand stays anchored in authenticity while adapting to the cultural rhythms of now.
Keep the Innovation Pipeline Moving
McCormick’s finishing line isn’t slowing down anytime soon. The company is already developing new products for 2026 that will expand the category even further.
“We’re already developing a few exciting products slated for 2026 that will further expand the Finishing category,” DiLegge reveals.
“While we can’t share details just yet, we can say that fans of bold, final touches won’t be disappointed.”
Behind the scenes, that momentum is fueled by smart partnerships and cultural insight as McCormick’s not just innovating in the kitchen, but in how it connects with consumers.
“Strategic partnerships and cultural moments are key accelerators of our innovation,” DiLegge says.
“Collaborating with brands like Milk Bar, tapping into seasonal occasions like National Cookie Day, or seeing the white space to innovate in a new category helps us test ideas, reach new audiences, and amplify launches with cultural relevance.”
How McCormick Turns Flavor Into Brand Momentum
McCormick’s Finishing campaign redefines how people express creativity in the kitchen:
- Innovation meets tradition: McCormick continues to reimagine heritage favorites like Pumpkin Spice for a new era.
- Partnerships create impact: Collaborations like Milk Bar prove that cultural timing and authenticity spark real engagement.
- Finishing becomes a movement: Turning the “final touch” into a category of its own, one that inspires everyday creativity.
Each launch builds on the last, transforming McCormick’s Finishing line from a product innovation into a true movement; one that celebrates creativity, connection, and the joy of making food feel special.
McCormick Branding FAQs
What inspired McCormick’s Finishing Sugars and Salts line?
McCormick saw that people weren’t just cooking for nourishment anymore; they were cooking to express creativity. The brand recognized a growing desire for products that make everyday meals feel personal and beautiful.
How does McCormick balance tradition with innovation?
With over 135 years of flavor leadership, McCormick has learned that heritage and innovation go hand in hand. The brand keeps its roots, but reimagines them for today’s tastes, such as with the Pumpkin Spice Finishing Sugar.
What’s next for McCormick’s innovation pipeline?
McCormick is continuing to build on the excitement of its Finishing line with new products set for release in 2026. While details are still under wraps, the goal remains the same — to help consumers add creativity, joy, and bold final touches to every meal.
