Beanstalk’s Nancy Bailey & Associates will represent McCormick & Company’s Old Bay Seasoning brand. The agency will leverage the seafood flavoring into both food and non-food categories.
Beanstalk and Nancy Bailey & Associates will extend Old Bay’s unique blend of ingredients, logo, packaging, recipes and bright, bold artwork into multiple product categories such as fresh and frozen meals, sauces, marinades, housewares, kitchen supplies and apparel. Products should launch at mass retailers, grocery, drug, convenience and club stores next year.
“We have always viewed Old Bay Seasoning as one of the most admired and iconic brands within its category due to its bold, unique flavor, superior quality and a brand promise to enhance the dining experience,” says Nell Roney, president of Nancy Bailey & Associates. “It is our goal to build a program that not only reinforces that promise with existing brand champions, but also reaches consumers who have yet to experience Old Bay Seasoning through new products and retail channels.”