‘Collab culture is the way to innovate’: McCormick’s Alia Kemet on the company’s influencer strategy

While McCormick has previously partnered with other brands to co-launch a product -- Frank’s RedHot Goldfish is one example -- this is the first time an influencer has created an original McCormick product. That is important because, although fashion and beauty brands have forged similar influencer partnerships for years -- the D’Amelio sisters’ fashion line with Hollister is one rough equivalent -- that model of influencer-branded products is spreading into other industries.

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Modern Retail Livestream Commerce Trends
Jul 28, 2021

At Modern Retail’s Livestream Commerce Trends, we’ll explore how the growth of livestream and video shopping trends are transforming how retailers, brands and marketing teams are engaging with consumers in-stream and live across social and owned-and-operated websites.