In 2022, I led the creation, digital execution, and strategy behind McCormick’s PR campaign for Black History Month and trademarked the name “Soul-Cuterie”—a cross between soul food and charcuterie. This activation was designed to showcase McCormick spices in bite-sized soul food recipes that could be perfectly displayed on a charcuterie board, filling a unique gap in a trending market.

I led the strategy, development, and execution of the Black History Month PR activation, “Soul-Cuterie,” driving 1M+ impressions and increasing brand awareness among Black American consumers while promoting hero products. The campaign aimed to celebrate Black culinary traditions in a modern and engaging way, tapping into the growing popularity of curated food boards while also elevating the role of McCormick spices in everyday cooking.

To bring the campaign to life, Chef Millie Peartree was brought on to curate exclusive recipes for the Soul-Cuterie board, ensuring authenticity and cultural significance. PR gift baskets were distributed to key influencers, each featuring a selection of Soul-Cuterie ingredients, McCormick spices, and kitchen essentials sourced from Black-owned businesses. Influencers were encouraged to create and share their own DIY Soul-Cuterie boards on social media, leveraging their platforms to amplify the campaign’s reach. Additionally, digital content, including recipe videos and step-by-step guides, was developed to further engage audiences and drive participation. The campaign successfully resonated with consumers, generating significant media coverage and social engagement while reinforcing McCormick’s commitment to diversity and cultural appreciation in the culinary space.