Global flavour leader McCormick is entering a new era of transformation in Southeast Asia (SEA) with new innovations showcased through its brand campaign, ‘Create Fresh Memories with McCormick’. The campaign introduces the brand’s first-ever Spice Stars in Malaysia, innovative new packaging, and an upcoming line of new products from the 135-year-old legacy brand renowned for quality and freshness.

Priya Sharma, Managing Director of McCormick India-Southeast Asia said, “Consumers in SEA have been familiar with McCormick herbs and spices for decades – they know our products to be a key addition to enhance the flavour and taste of their meals. With this brand renovation, we want to pay homage to the special meal moments using our herbs and spices, that have empowered home cooks in Malaysia and around the world. McCormick aims to help our consumers recreate cherished culinary memories in a modern lifestyle context. To that end, we are pleased to share our redesigned packaging that was innovatively created based on deep consumer insights to aid home cooks of every skill level. We are confident that McCormick will continue to be a reliable partner for our consumers to create new culinary memories with their family and friends.”

Creating Fresh Memories with McCormick

McCormick brings the heat to Malaysia through its first-ever Spice Stars, including:

• Michelle Yeong (left): A content creator who shows her audience how easy it is to make simple, comforting, and nourishing food at home.
• Syifa Jamil (centre): An award-winning content creator whose videos feature traditional and contemporary cooking techniques.
• Abdul Qayyum Halid (right): Also known as chesayangkitchen, Qayyum is famous for his engaging “2-minute, 1 recipe” videos, where he shares quick cooking tutorials for delicious meals.

For the “Create Fresh Memories with McCormick” campaign, the Spice Stars will reimagine their cherished food memories using the brand’s iconic flavours. By sharing personal recipes and memorable moments revolving around food and flavours, the Spice Stars will highlight the emotional connection between food and memory. Both McCormick and the Spice Stars will post the campaign’s content on their social media pages. 

For Abdul Qayyum Halid (chesayangkitchen), the special dish that forms a core memory evokes a sense of nostalgia. “When I was younger, my parents would reward me with something I liked whenever I got good grades on my exams. One thing  that never changed—I always asked for fried chicken. Thanks to McCormick herbs and spices, I can recreate the dish behind these cherished memories once,” he shared.

Please refer to the Annex for more information on our Spice Stars and their fresh memories.

Pushing Boundaries with Creative Campaigns

McCormick is excited to continue innovating through resonant campaigns that engage and delight audiences throughout Southeast Asia. Recently, McCormick introduced its refreshed designs through a series of AI-produced Recipe Mixtapes on Instagram and TikTok, blending culinary inspiration with a bit of fun. Since the campaign launched in September this year, consumers have been showing immense support through their comments, with some asking for recipes for the dishes and others sharing how much they liked the mixtape videos.

Driving Innovation and Progression 

In addition to celebrating favourite foods and core memories across SEA, McCormick is also continuing to drive innovation. 

Based on consumer insights and market-specific flavour preferences, McCormick has updated the packaging for its herbs, spices, and seasonings. The new packaging features a sleek and clean design that allows all home cooks to achieve the best quality and flavour in their food. The transition from plastic to glass bottles and the introduction of the all-new advanced SnapTight™ lid will work together to lock in flavour, retaining the fresh taste of McCormick’s herbs and spices for longer. 

Other user-friendly design improvements include displayed herb and spice names on the lid, a prominent best-by date on both the lid and bottle, a new transparent label that allows for easier monitoring, and a versatile lid that caters for both teaspoon access and sprinkling. 

Exciting New Flavours Tailored for Malaysia, with More on the Horizon

McCormick has recently launched Grill Mates BBQ sauces in regionally relevant flavours such as Spicy Korean and Sichuan Mala, and will soon be launching a series of product innovations such as Shake Shake Black Pepper & Truffle Flavoured Seasoning as well as Air Fryer Marinade Mixes. Available in all major supermarkets in Malaysia, these products are tailored to meet the unique tastes of Malaysia’s consumers, demonstrating the brand’s dedication to continuous innovation and a deep understanding of local culinary preferences.

As McCormick continues to evolve to deliver products that align with the region’s preferred tastes, please look forward to more exciting and progressive campaigns that reflect the brand’s innovative spirit, as well as products that align with the tastes, preferences, and lifestyles of consumers across Southeast Asia.

All image assets can be found here.

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