McCormick and BrandOpus join forces for new recipe bases category

Following the successful launch of their street food seasonings range, McCormick has partnered once again with BrandOpus in the Australian market, this time to redesign their slow cooker and produce partner recipe base ranges.

Hitting shelves over the coming weeks, the refresh aims to inject vibrancy into both the McCormick brand and the recipe base space.  Consumer interest in cooking and eating at home is fuelling demand for these flavourful and easy to use products.

The redesign comes at a pivotal time as the recipe base category continues to grow.

Consumers are embracing everyday adventure and exploration in the foods they eat, with health and well-being continuing to play an important role in the family meal occasion.

Speaking directly to smart and pragmatic shoppers responsible for feeding the family, BrandOpus was briefed to bring new consumers to a category they may not have previously considered.

The pack design is centred around the ellipse symbol, used across multiple global markets, to bring a celebration of movement and energy to the herb and spice category. The pack design taps into this desire for cooking adventure, with rustic textures and an upbeat photography style to stimulate the senses.

The portfolio has been realigned to enhance shop-ability with range navigation being signposted via protein (chicken, beef or lamb) or if the product is a vegetable side using bold yet earthy tones.

“Recipe bases are the ideal life-hack for today’s busy consumer,” said Paris Golden, managing director at McCormick Foods.

“Our partnership with BrandOpus has allowed us to bring excitement and colour to the category, and we’re thrilled that we can help Australian families to eat well, put food on the table that everyone will enjoy, and leave more time for what’s really important in life.”

The new design is currently rolling out in Woolworths Supermarkets and selected Independents across Australia and New Zealand.


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