Food company McCormick has entered into a two-year partnership with celebrity influencer and entrepreneur Paris Hilton and her company 11:11 Media. 

As part of the “collab” Hilton will be featured in company ads where she’ll share her ideas for using McCormick spices and other company products. 

Hilton is featured in a new ad campaign called “Make Your Best,” from agencies Colle McVoy and Dentsu. Martha Stewart and other celebs are also featured in the ad. 

Tabata Gomez, CMO at McCormick stated, “With Paris’s cultural influence and the unmatched culinary expertise behind the McCormick brand, this partnership inspires consumers everywhere to make their best meals and have fun doing it. We’re excited to connect with them in a fresh, exciting way.”