McCormick is celebrating Día de los Muertos, or Day of the Dead, this year by launching an exclusive online product giveaway and partnering with Latina entertainers and activists to share traditions and background on the Mexican holiday.
To help tap into the Latinx community, McCormick leveraged Poderistas, a lifestyle community and media platform “created by and for Latinas.” Poderistas first launched in 2020 as a nonprofit initiative, dubbed "She Se Puede," and was co-founded by a coalition of well-known Latina activists in politics and entertainment, including actresses American Ferrara and Eva Longoria.
As part of the partnership, McCormick released a limited number of free Mexican hot chocolate craft kits (valued at $171) via a dedicated web page (McCormick.com/DayoftheDead) starting Sept. 28, at 12 p.m. ET. By the morning of Sept. 29, all 250 kits available had been claimed. Included in the colorful boxes, is:
Information about Día de los Muertos curated by Poderistas, Eva Longoria and TV personality and author Lilliana Vazquez.
Ingredients and tools needed to make “creamy Mexican hot chocolate,” including Mexican chocolate discs, McCormick ground cinnamon, chipotle chili pepper, pure vanilla extract and a traditional wooden molinillo to whisk the hot chocolate.
A clay mug and paint markers for decorating heritage-inspired designs.
Plus, a pack of recently launched Peeps marshmallow skulls for creating a sugar skull-inspired stirrer.
Although all the kits are gone, consumers are still invited to visit the dedicated web page to discover other traditions and Mexican recipes such as Chile chicken tamales and churro whoopie pies.
Leading up to Día de los Muertos, which lands on Nov. 1 and 2 this year, Poderistas co-founders, Longoria and Elsa Collins, will host an Instagram Live event from Poderistas' and Longoria’s accounts in late October, where they will unbox the kit, decorate the clay mugs and demonstrate how to make the creamy Mexican hot chocolate recipe. The duo will also engage in a conversation about the significance of the Mexican holiday and celebration, including personal stories and traditions. Similarly, Lilliana Vasquez, also tapped by McCormick, will also be sharing information about Día de los Muertos, engaging her followers around culinary traditions.
In addition to the livestream, Poderistas is engaging its social media followers in the lead up to the Mexican holiday, touting freebies and sharing content and information to empower and create opportunities for the Latinx community.
"Día de los Muertos gathers people together to honor and celebrate the lives of loved ones who have passed with vibrant traditions, tasty recipes and more," said Jill Pratt, chief marketing excellence officer for McCormick, in a media release. "We wanted to partner with Poderistas, a strong and powerful voice in the Latino community, to take part in this cultural moment and spark meaningful conversations that inform, empower and celebrate time-honored traditions."