HUNT VALLEY, MD: McCormick is rolling out a Hispanic communications campaign this summer, featuring a food truck tour, Spanish-language website, and an educational tie-in.
The program launched in San Antonio yesterday, Cinco de Mayo, with the Asando Sabroso grilling fest tour, kicking off a 26-stop trek throughout the Southwest. A McCormick-branded food truck will offer product samples, flavor ideas, and tacos, highlighting the brand's spices. Stops will be made in Dallas, Austin, Los Angeles, and Phoenix. Fleishman-Hillard is on board for the yearlong program.
In addition, McCormick has partnered with the Culinary Institute of America (CIA), offering the tacos for a minimum $1 donation that will go toward helping Latino students who want to pursue a culinary career at the institute.
The comprehensive campaign is the largest Hispanic-targeted effort for the spice brand, said Laurie Harrsen, director of consumer communications at McCormick. In addition to PR, the effort also includes a Spanish-language website, national and local advertising, and retail promotions.
"It's very integrated campaign, working from advertising to obviously grassroots events, such as the taco truck tour to working with a chef that's very targeted to the educational component tie-in with the [Culinary Institute of America]," she said. "Everything's working together into a really nice, developed program where every thing is communicating the same things."
PR support of the campaign includes media outreach at the tour stops, as well as via social media, direct marketing, and event elements, such as Chef Johnny Hernandez, a graduate of CIA, who will promote Latino-inspired recipes throughout the tour and at other activities.