McCormick debuted a pop-up “Flavor Suite” in NYC. From its spice collaboration with Tabitha Brown, to the limited-edition Old Bay Hot Sauce, McCormick & Company has been coming up with creative ways to grab customers’ attention in recent years. We told you that branded getaways were a popular marketing trend last year, and McCormick teamed up with Omni Berkshire Place to create a pop-up hospitality experience in Manhattan, just south of Central Park. The “Flavor Suite” is a 1,000-square-foot space that features a mini bar, edible walls with snacks from around the world, and a phone that can request sundaes. To stay at the suite, customers must download McCormick’s Flavor Maker app and fill out an entry form. McCormick reported $6.3 billion in sales in 2021—a 13% increase from the previous year as more people cooked at home, and according to their CMO: “Through the Flavor Suite, we hope to create not just a fun-filled experience, but also whet an appetite for the world of flavors out there.” (Adweek)
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