In pursuit of young consumers, McCormick is adding a little spice to the metaverse with a new Decentraland experience. 

In pursuit of young consumers, McCormick is adding a little spice to the metaverse with a new Decentraland experience. The brand’s House of Flavor activation goes live today and highlights their flavor of the year, “Vietnamese x Cajun Style Seasoning.” Decentraland users will be able to explore recipes of various cultural dishes that include the spice as well as “earn one of three limited-time wearables and interact with chefs who inspired the new seasoning flavor.” McCormick is aiming to reach Gen Z consumers who “are likely just learning to cook or discovering foods they enjoy” and while YPulse research shows that this gen is overall less interested in foodie content than Millennials, learning how to make a meal with simple ingredients is the top kind of food content they want to see. (Marketing Dive)