• by Danielle Oster , August 22, 2023

McCormick -- that ubiquitous staple of grocery store spices, seasonings and condiments sections  --  is celebrating its first bottle redesign in nearly 40 years, while nodding to the 50th anniversary of hip-hop, with a campaign in collaboration with hip-hop icon and “Original Human Beatbox” Doug E. Fresh.

The spot features a new original song (perhaps more accurately referred to as an extended jingle) celebrating the benefits of McCormick’s proprietary SnapTight™ lids, which audibly seal to ensure freshness. The package redesign debuted earlier this year.

“Music and cooking are two of my biggest passions and this partnership allows me to explore both while having some fun,” Fresh says in a press release.

Fresh isn’t kidding about his culinary skills, either. As Doug E. Chef, he starred in cooking videos on Instagram. The campaign also includes a chance to participate in a New York-based cooking class on Sept. 14. Consumers can enter the sweepstakes that begins today and runs through Aug. 31.

Fresh will be leading participants through his Spiced Cod With Mashed Plantains recipe, which features coconut milk, garlic powder, thyme, crushed red pepper and other spices. It’s unclear if cooking instructions will feature beatboxing.

Home chefs who aren’t lucky enough to attend can also find a version of Fresh’s recipe online.

The Harlem-based Fresh emerged on the early hip-hop scene in 1983 and was a founding member of the Get Fresh Crew, whose 1985 hits “The Show” and “La Di Da Di” are regarded as classics of early hip-hop.