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Egg Strategy Partners with McCormick to Create EarthRight™,
A New Line of Natural Wellness Supplements
EarthRight™ was developed and launched in less than six months through an agile and collaborative accelerator process led by Denver-based Egg Strategy.
May 7, 2021
Denver, CO – EarthRight™, a new McCormick brand that harnesses the power of herbs and spices to create a healthier planet with healthier people, debuted earlier this month with three natural supplement blends. EarthRight™ leverages McCormick’s 130 years of research, experience and expertise to offer consumers natural ways to support their long term wellness.
Denver-based Egg Strategy Inc., a leading global strategy firm, played a key role in the product innovation and brand development process that resulted in EarthRight™. While McCormick and Egg Strategy have been collaborating for over ten years, the EarthRight™ endeavor was something altogether new for both companies. McCormick, long the world’s biggest flavor company, hired Egg Strategy to help it find a way to capitalize on its existing insight and institutional knowledge about the benefits of herbs and spices in order to enter the health and wellness space.
In addition to the challenge of entering a new market segment, McCormick aimed to launch on an accelerated timeline with a fully-formed brand and product developed in less than six months.
As a brand innovation consultancy with expertise across Consumer Products, Health and Lifestyle brands and a reputation for nimble thinking, Egg was the ideal collaborator. Led by Michelle Miller, the Managing Director of CPG, Sam Evans and Fiona Atzler, both Senior Directors at Egg Strategy, the team immediately embraced an agile, startup mentality that led to a development approach focused on iterative, quick, and collaborative decision-making to deliver results. Less than six months later, EarthRight™ was born.
“It was energizing to partner with an inspired McCormick team to architect a pipeline of functionally beneficial products extending into the wellness space. Creating a compelling product vision while simultaneously building an inspiring new brand required close collaboration and a commitment to a more agile way of working,” said Evans.
Atzler followed with: “Working with McCormick to create new DTC-brand, EarthRight, and incept an incredible line of ‘multi-spice-amin’ supplements was exhilarating – from insight to branding. It allowed us to not only give people a simple, new way to support their everyday health and wellbeing but also help launch this culinary legacy into the growing natural wellness space with a unique story and the credentials it takes for a new brand to gain trust at scale.”
According to Raj Nair, Vice President of McCormick’s Funcational Accelerator, “Our close partnership with Egg Strategy was critical to the successful launch of EarthRight. The Egg team helped push our thinking to cast a long-term vision, develop a smart, strategic and impactful brand, and bring that brand to life with a strong visual identity across channels and touchpoints. And to accomplish all this in a matter of weeks, not months, was a powerful way to shift our perspective about how to go to market in a more accelerated way that enables rapid consumer learning and iterative development.”
Learn more about EarthRight™ and see the full result of the Egg-McCormick collaboration at www.earthright.co and @earth.right on Instagram and @earthrightbymccormick on Facebook.
Find Egg online at https://eggstrategy.com and on LinkedIn, Facebook, and Instagram @eggstrategy.
About Egg Strategy, Inc.
Egg Strategy, Inc. was founded in 2005 in Boulder, Colorado, and currently manages projects around the globe and across three client verticals: CPG, Health, and Lifestyle. Now based in Denver, Egg also has growing offices Chicago and New York City. The company currently employs 75 people and provides strategic consumer research, brand building, product and category innovation, and marketing consulting services to clients like GlaxoSmithKline, Danone, Samsung, and 3M among others.