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Spec work

Role:
Copywriter
Art Director

I LOVE simple human truths. McCormick spices don't require you to have any culinary experience. You simply don't need to be a chef or look like one in order to cook! 

Another test idea I had was to add these playing cards for free if you buy a spice bottle. This way, our OOH placements will always be visible INSIDE THE HOUSE. Consumers will continue to use these cards because they are useful and aesthetically pleasing. They will also be subconsciously learning about the best McCormick spices that go with eat type of fish.