McCormick Selects Beanstalk and Division Nancy Bailey & Associates as Licensing Agency for Old Bay Seasoning Brand
NEW YORK, May 2, 2011 – Beanstalk and its division, Nancy Bailey & Associates, announced today that it has been selected as the licensing agency of record for McCormick & Company’s Old Bay® Seasoning Brand. The agency will leverage the Old Bay Seasoning experience into both food and non-food categories to reinforce the brand’s vision of becoming the definitive seafood flavoring brand in the U.S.
Beanstalk and Nancy Bailey & Associates will help Old Bay extend its unique blend of ingredients, iconic logo and packaging, recipes, and bright, bold artwork into multiple product categories, including fresh and frozen meals, sauces and marinades, as well as housewares, kitchen supplies and apparel. Products are targeted to launch in 2012 at mass retailers, grocery, drug, convenience and club stores.
“Old Bay’s distinct flavor has allowed the brand to amass an army of devoted brand enthusiasts, all of whom share a passion for seafood and food in general,” said Ben Flood, Senior Associate Product Manager, Old Bay. “Consumers are turning to seafood as they continue to look for nutritious meal options, and through licensing, Old Bay can fill a void in the marketplace for delicious, flavorful foods as well as cooking accessories to assist with preparation.“
With its unique blend of 18 herbs and spices and iconic packaging, Old Bay is the number one brand in seafood seasonings. The brand is often associated with festive occasions, summertime entertaining and culinary adventure. Old Bay’s unique flavor and high quality ingredients are currently available in original and specialty blends, dry rubs, tartar and cocktail sauces, and seafood cake and batter mixes.
“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,” said 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.”
McCormick & Company, Inc. is a global leader in flavor, with the manufacturing, marketing and distribution of spices, seasonings, specialty foods and flavorings to the entire food industry – retail outlets, food manufacturers and food service businesses. McCormick was founded in 1889 in Baltimore, Maryland. Today, with an extensive network of researchers, trend experts, chefs, kitchens, food technologists, and sensory analysts, McCormick keeps its finger on the pulse of flavor. Visit www.mccormick.com and www.Facebook.com/McCormickSpice for more information.
About Beanstalk and Nancy Bailey & Associates
Beanstalk, a global brand licensing agency and consultancy, and Nancy Bailey & Associates, a division of Beanstalk, are part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.
Led by Michael Stone, CEO of Beanstalk, and Nancy Bailey, CEO of Nancy Bailey & Associates, both pioneers and leaders in brand extension licensing for more than 25 years, the Agency extends brands through the strategic and creative development of licensed products. Headquartered in New York, with offices in London, Los Angeles, Atlanta, Miami, and Hong Kong, and affiliates throughout the world, Beanstalk and Nancy Bailey & Associates work with blue-chip brands and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. The Agency also offers a breadth of additional licensing services including direct-to-retail program management, license acquisition for manufacturers, celebrity/expert talent management, and TransAct™ customized legal and financial services.
Beanstalk and Nancy Bailey & Associates are the licensing agency of record for over 50 world-class brands. Combined the Agencies have developed thousands of brand extensions in every major product category, resulting in nearly $2.6 billion in retail sales in 2010 alone. For more information, please visit www.beanstalk.com or www.baileylicensing.com.