McCormick & Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
McCormick & Company, Inc. is a manufacturer and marketer of spices, seasonings and flavors. The company, headquartered in Sparks, MD, distributes its products to retail stores, food service providers and food processing businesses.
|Main Telephone||(410) 527-6000|
|Main Fax||(410) 527-6005|
McCormick & Company, Inc. ContactsContacts (5/34)
|Brendan F.||President, North America||MD|
Sample of Associated Brands
|Lawrence K.||President & Chief Operating Officer||MD|
|Cile P.||Senior Vice President, Human Relations||MD|
|Lori R.||Vice President, Corporate Communications - Corporate Branding||MD|
|Rick M.||Vice President, Global Customers||MD|
|Bag 'n Season||*|
|McCormick & Company, Inc.||********|
|McCormick Extracts & Food Colors||*|
|*** '* ******||**** **** ********* & **************||Experiential||unknown||present|
|*** '* ******||********* ******||Media Buying, Media Planning||2015||present|
|***** *****||********* ******||Media Buying, Media Planning||2015||present|
|***** *****||*** ******** *****||Creative||unknown||present|
|***** *****||**** **** ********* & **************||Shopper Marketing||2016||present|
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Q2 Media Opps: McCormick & Co launches marketing support for Herb Grinders
Subject: TV, online, digital, mobile, video Hispanic, Spanish language, magazines, sponsorship
Company: Winmo), Sparks, Md.-headquartered manufacturer and marketer of spices, seasonings and flavors.
Opportunity: In January, WinmoEdge told you that McCormick planned on adding $20 million in marketing in 2016 to drive awareness and trial (more here). Now, CEO Lawrence Kurzius stated during the Q1 earnings call that “incremental marketing” spend will be used to build awareness and trial of the new Herb Grinders product. He elaborated: “Following the busy holiday period and Super Bowl event, we’ve reached critical mass with shelf placement at retail and are now ready to launch marketing support for this innovative and differentiated product.”
According to iSpot, McCormick has already run one national TV spot to support Herb Grinders. The spot began running on March 7 and, so far, $1.7 million has been spent to air it (see chart for show targeting).
McCormick’s marketing spend was up $1 million in Q1 2016 (over Q1 2015) and sellers should note that much of it that was slated to deploy in Q1 has been shifted back to Q2. Therefore, if you haven’t already engaged decision makers to secure ad dollars, now is the time.
In September, McCormick moved media buying and planning to R/GA still has search, social and video.
New Product Launch: Other products that McCormick has recently launched or is launching soon include the company’s first line of organic recipe mixes, liquid Grill Mates marinades, Zatarain’s microwavable rice cups, Kitchen Basics organic stocks, food color with no artificial flavors and an extension of its skillet sauces to a line of oven baked variety.
There are a total of 56 new products slated to launch globally that tie in with the Flavor Forecast trends the company previously identified.
Stubbs Acquisition & Success: McCormick has now owned Stubbs Bar-B-Q for six months and Kurzius said that, in that time, Stubbs’ retail sales have risen 14% YOY in Q1. Stubbs named its first AOR to launch a national brand camapign last year (more
Media Spend Breakdown: All spend data is courtesy of Kantar Media (overall measured media spend); iSpot (national TV); and Moat (digital display)
McCormick & Co: For FY 2015, McCormick spent $48 million on measured media (down 5.2% from 2014). Keep in mind, however, that this will increase in 2016. About half of this was allocated to broadcast ads ($23.9 million). The remainder went to print ($9.6 million), display ($2.1 million), Hispanic media ($3.5 million) and search ($11.9 million).
McCormick ran 10 national TV spots in 2015 – total spend was $20.4 million. See charts for channel/show targeting in 2015.
So far in 2016, $5.3 million has been spend on two TV spots.
For all brands, McCormick ran 236 display ads on 907 publishers in 2015 (20% mobile). Top ad destinations included marthastewart.com, allrecipes.com, time.com, go.com and bhg.com (69% placed site direct versus programmatically). The company also ran 44 high impact and 10 video ads last year.
Through Q1 2016, 79 display, 83 high impact and one video ad have been run on 818 publishers (19% mobile; 33% placed site direct).
Grill Mates: Measured media spend for the Grill Mates brand for 2015 was $9.2 million.
Skillet Sauces: McCormick ran one national TV spot specifically for Skillet Sauces in 2015, which ran from Feb. 16 through Oct. 26 ($2.8 million). See chart for show targeting.
Zatarain’s: Measured media spend for 2015 was $4.6 million for Zatarain’s (which is a wholly-owned subsidiary of McCormick).
In 2015, Zatarain’s spent $3.4 million on national TV and the company spent $1.3 million in Q1 2016.
18 Loveton Circle
Sparks, MD 21152
Director, Global Digital Strategy (promoted in Sept. 2015)
Direct Dial:(410) 527-8430
Associate Producer – R/GA
Integrated – Investment Manager – UM