McCormick® is inviting bakers across the U.S. to join the McCormick Cookie Quest for a chance to win a grand prize of $10,000.
The virtual holiday cookie recipe exchange, running from November 19 to December 8, invites participants to showcase their best holiday cookies for a chance at fame and fortune.
As part of this holiday-themed quest, McCormick is partnering with dessert shop Milk Bar to create a limited-edition Candy Cane Pretzel Bark Cookie, featuring McCormick Pure Vanilla Extract and Peppermint Extract.
In a press release, Milk Bar CEO and Chef Christina Tosi shared how McCormick products make baking easier, creating the perfect partnership with her brand:
“I love to be inspired by others and their imaginations and taste buds — how they see the same ingredients differently. That’s why I’m pumped to help my friends at McCormick bring the modern-day cookie recipe exchange to life!”
The marketing initiative is about creating new holiday traditions, connecting over the love of baking, and sharing something special.
“McCormick has long been at the heart of holiday meals and traditions, creating sensorial experiences that bring people together and leave lasting memories.
To continue to create special moments, we’re evoking the tastes and smells of holiday baking and putting a modern spin on the timeless cookie exchange,” McCormick VP of Marketing Giovanna DiLegge added.
The Milk Bar x McCormick Candy Cane Pretzel Bark Cookie will be given away to the first 100 customers at select Milk Bar locations on National Cookie Day on December 4 and will be available for purchase through the end of the year.
Brand Engagement and Social Media Influence
The McCormick Cookie Quest reflects a larger trend of interactive brand experiences in the food industry, leveraging social media to engage consumers, attract them to physical stores, and enhance brand loyalty.
The cookie exchange is expected to draw thousands of participants, each vying for the coveted prize.
Tosi, known for her creative approach to baking, said McCormick’s products are central to the flavors she loves to incorporate into her recipes.
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Participants can share their recipes on Instagram for a chance to win the grand prize, with the top entries to be featured on McCormick’s website and social media channels.
The winner of the McCormick Cookie Quest will be announced around December 19, rounding out a season of sweet competition.
Instagram has become a popular platform for brands to engage with their consumers by partnering with influencers and creators.
Recently, Instagram invited creators to create their communities, highlighting real-life stories of connection and support.
