Finally, Umami has McCormick!
Product Launch Campaign
In 2025, McCormick Philippines aimed to capture greater market share in the seasoning category by introducing an umami flavor solution. With Filipino cooks becoming more exploratory and resourceful in the kitchen—often relying on pantry staples like salt or soy sauce to enhance flavor—McCormick saw an opportunity to offer a more powerful, all-in-one taste enhancer.
We helped the brand introduce and drive trial for McCormick’s newest and biggest product launch in the Philippines—McCormick Umami Burst All Purpose Seasoning Mix by sparking curiosity around umami as the “fifth taste” through disruptive and entertaining communications with clear product messaging.
The campaign launched across TVC, OLV, digital, and OOH, positioning McCormick Umami Burst as the new kitchen secret that elevates everyday home cooking. It has reached 6.5 million consumers online and gained nationwide exposure through TV5’s Eat Bulaga Sugod Bahay segment, successfully building awareness and interest while setting the stage for stronger sales momentum.
6.5M
Reached Consumers Online
The Art of Vanishing Handaan: You know it’s made with McCormick!
KOL Holiday Campaign
We were tasked to launch a holiday influencer campaign positioning McCormick as a kitchen essential for the Christmas season. Guided by KANTAR insights that family and togetherness resonate most during the holidays, the campaign centered on shared meals and festive cooking moments.
The campaign, called The Art of the Vanishing Handaan, depicted a universal insight and undeniable proof of a well-cooked dish: You know it’s delicious if the food disappears in a blink. Influencers were seeded with a Holiday PR Kit called the McCormick Flavorbox containing a variety of McCormick products. With these, influencers created festive recipe content showing how McCormick seasonings and condiments elevate holiday dishes, each video incorporating a mnemonic device and ending with fully emptied plates.
Launched with the campaign tagline “You know it’s made with McCormick”, we partnered with KOLs and online food communities, delivering appetizing holiday recipe videos that drove strong engagement, achieving a 2.5% average engagement rate, surpassing FMCG/food category benchmarks.
