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Lifestyle Editors & Food Writers

FEATURE...

SEATTLE--(BUSINESS WIRE FEATURES)--Nov. 13, 2001

Brand Immersion Innovator Allrecipes.com partners with Spice

Leader McCormick for Creative Holiday Campaign

McCormick(R), the world's largest spice company, has joined forces with Allrecipes.com, the leading online meal planning resource, to create and host an innovative web marketing initiative focused on introducing home cooks to exotic new flavor combinations and creative holiday gift basket ideas that can be quickly and easily prepared at home.

With a keen sensitivity toward consumers' aversion to banners and pop-ups, the McCormick/Allrecipes.com partnership takes the online "brand immersion" strategy to a new level by developing a branding campaign that best leverages Allrecipes.com's valuable one-to-one consumer relationships and introduces them to McCormick's extensive flavor and food content.

The newly launched fourth quarter program highlights two areas: international cooking and creative holiday gift ideas. Together the companies offer home cooks an introduction to the essential seasonings and flavors of Indian, Latin, and Asian cuisines. McCormick provides recipes to incorporate some of its new McCormick Gourmet Collection(TM) seasonings such as Garam Masala, Chipotle Chile Peppers and Szechwan Seasoning into everyday home cooking. For holiday gift giving, visitors can discover quick and easy ways to create their own holiday gift baskets with themes such as wine & cheese, sports fan, breakfast, fun kids' activities and more -- all complete with homemade goodies and heartwarming personal touches. The holiday ideas and recipes, as well as the international cooking ideas, can be found on the co-branded site, http://mccormick.allrecipes.com scheduled to run through December 31, 2001.

The partnership with Allrecipes.com is one of the first significant online partnership agreements that McCormick has initiated. It is crucial to McCormick's marketing team that the campaign be innovative and most importantly, effective. Ginny Maycock, Director of Internet Marketing Applications for McCormick confirms, "We selected Allrecipes.com because their loyal community, creative approach and expert team met our goals. We look forward to tracking the campaign results over the next few months."

By strategically integrating McCormick brands with targeted selections of Allrecipes.com content in a timely and meaningful manner, Allrecipes.com has further secured its position as a unique and valuable resource for both online consumers and advertisers. For consumers, Allrecipes.com is able to broaden its superior content offering for the millions of loyal home cooks who return to the Allrecipes.com site daily for new meal ideas and entertaining solutions. Consumer packaged goods (CPG) companies have consistently turned to Allrecipes.com to provide them with creative, fully integrated online marketing campaigns that combine worthwhile content, one-on-one relationships and relevant brand exposure. By allowing consumers to fully experience brands in an environment that is trusted, timely and relevant, participating packaged goods companies are able to provide valuable solutions to consumers' most immediate problem -- preparing that evening's or week's meals.

Allrecipes.com's integrated on-site campaigns simultaneously provide the CPG partner (in this case, McCormick) with increased consumer insights and feedback while strengthening customer relationships -- something that traditional advertising mediums such as broadcast, print and outdoor are unable to do. In addition, Allrecipes.com delivers comprehensive data and research on user brand interactions for the CPG Company.

About McCormick

McCormick & Company, Inc., was founded in 1889 in Baltimore, Md. and today is the largest spice company in the world. In the United States, it markets products under the McCormick(R), Old Bay(R), Produce Partners(R), and Golden Dipt(R) brand names. Recipes as well as product and other company information can be found at www.mccormick.com.

About Allrecipes.com

Allrecipes.com (www.allrecipes.com) is the leading community-based Web site offering unique food ideas and valuable meal-planning resources, including recipes, coupons, meal ideas, meal preparation tips, nutrition analyses, shopping list and recipe-scaling tools, culinary wares and news. Founded in 1997, Allrecipes.com makes cooking, learning and shopping easy and fun for the novice to the experienced cook, and provides unique marketing services platform for the food industry. Allrecipes.com offers tens of thousands of user-submitted and third-party recipes; a free, semi-monthly e-mail newsletter, Recipe Notes; and an online marketplace featuring kitchenware and specialty food items hand-selected with recipes in mind. Based in Seattle, Wash., Allrecipes.com has been featured in countless high-profile television and print features, and has received numerous accolades and awards.

Allrecipes and Allrecipes.com are registered trademarks of Allrecipes.com, Inc. All other names are trademarks and/or registered trademarks of their respective owners.