McCormick & Company is appointing WPP's Grey as AOR for the McCormick portfolio of spices and herbs and also for its Frank's RedHot sauce brand.
R/GA previously held the spice business while Grey competed against Fitzgerald & Co. for Frank's as the Atlanta-based agency currently reps McCormick's third “pillar” brand French's.
As McCormick AOR, Grey will create a comprehensive digital communications strategy and multiplatform marketing campaigns in the U.S. The brand typically is extremely active during the holiday season.
Meanwhile, the Frank's remit will support the hot sauce across multiple channels, though it is still too soon to outline creative direction. It would make sense to position the brand with a cheekier voice particularly since the product has swiftly become a pop culture icon known as the primary ingredient in the first Buffalo Wings.
McCormick is invested heavily to support all of its brands during a time of retail consolidation and private labels. During Q3 2018, the company increased its ad spending by $21 million primarily in television advertising with additional support through digital banner advertising and social media activity in an effort to highlight the company's commitment to quality.
There has also been increased focus on McCormick's YouTube content series, Flavor Makers, with additional how-to videos targeting millennials.