McCormick: Fresh Starts with a Squeeze

Getting Aussies to freshen up their love language with Gourmet Garden spice pastes

Social audiences see and engage with so much food content on a daily basis, yet IRL their love of cooking has been lost. We sought to bring those worlds together, with Gourmet Garden’s trademark squeezey product packaging inspiring the creative platform “Fresh Starts with a Squeeze”.

The platform was all about refreshing and reinvigorating the important relationships in our lives through the power of fresh food. Partnering with a diverse mix of food and non-food creators, we showed how a little squeeze of Australian-grown freshness lets you rediscover that spontaneous zest, and provides a fresh kick that lets you kick it with your best.