McCormick

A longstanding SSM&L client, McCormick brought the Brand Studio team on to concept and execute an eye-catching creative campaign for the 2022 holiday season, coinciding with the launch of the new, highly gift-able spice kit, “The Ten”. After several rounds of ideation and development, we, along with our integrated in-house team, landed on a festive food truck activation that would touch down in both NYC and LA.

Design Process

Working closely with McCormick’s in-house creative director and design team, we designed a scratch and sniff wrapping paper to present the spice kits in. I also used those same design elements to build out additional signage, apparel, and print collateral to fully brand the experience for McCormick.

Food Truck

I then expanded those design elements to a full food truck wrap, customized to the two different trucks. All aspects of the user experience were taken into consideration in the layout, including how passersby might first spot the truck, the direction of the queue, and the sequence of events for participants to download McCormick’s Flavor Makers app and receive their spice kits.

SSM&L TEAM
Brandon Pogrob | Senior Graphic Designer
Max Peskin | Senior Copywriter
Michelle Kushner | Associate Creative Director
Danielle Levy | Senior Account Executive
Amanda Deutchman | Senior Account Director
Naomi Zinner | Vice President, Creative Team

VENDORS
H&H Graphics, LLC./ Pull To Win Products
Best Food Trucks