Adweek- Grey Wins Creative Review for McCormick & Co. and Frank’s RedHot Adweek- Grey Wins Creative Review for McCormick & Co.
By Patrick Coffee | October 23, 2018
Roster shop Fitzco also competed for the hot sauce account
McCormick & Co., the Baltimore-based maker of spices, seasoning mixes, condiments and other flavor-based products, named Grey New York as its new agency of record after a competitive review.
Grey is now AOR for the entire brand portfolio, and it will create multiplatform campaigns as part of a larger strategy to promote them in the U.S.
It has also won AOR duties on Frank’s RedHot, the classic sauce known primarily for its key role in the first batch of Buffalo wings allegedly created in 1964 in Buffalo, New York. Since acquiring that brand—along with French’s mustard—from Reckitt Benckiser in 2017, McCormick has announced plans to expand its use of Frank’s to new product lines including refrigerated dips and seasoning blends.
Grey created a new Frank’s campaign that will debut in early 2019.
McCormick & Co. vp of North American marketing excellence Jill Pratt said Grey “demonstrated superb strategic thinking and creativity together with an extensive array of integrated capabilities.” Grey New York CEO Debby Reiner said the agency is “honored to add McCormick & Company Inc., whose products are known and loved around the world, to our client roster.”
Oct 22, 2018