The spice manufacturer is running 30- and 15-second versions of a new TV spot as part of its new "The Art of Spice" campaign.
The creative, from Cramer-Krasselt/Milwaukee, stresses that the brand uses the "care of an artisan" to produce the best spices -- for example, traveling to the Mediterranean for sea salt, harvesting dill at its peak, and preserving the flavor of every spice in glass bottles.
The TV ad's visuals show an artist painting the Spice Islands logo, footage of spices being harvested, and a woman using the spices while cooking in her home kitchen.
"The artisan way may not be the easiest way, but we believe it's the best way to help you make the most flavorful meals," says the voiceover messaging, in part. The tagline: "Spice Islands. Crafted spices. Better meals."
The television ads will air through the holiday season on cable networks including Bravo, TLC, Oxygen, Food Network and others.
The campaign also includes digital display ads running on sites including Foodnetwork.com, Food.com, Rachaelray.com, Cookingchannel.com, Allrecipes.com and Ulive.com (ad creative by Digitas, media buy by Cramer-Krasselt).
Other elements include FSIs and in-store point-of-sale displays at grocery retailers around the country.