Paris Hilton and her media company, 11:11 Media, are deepening their partnership with food giant McCormick.
Having brought Hilton on board earlier this year to create content and recipe inspiration featuring McCormick spices, seasonings, and extracts, the pair have now announced plans to launch a limited-edition seasoning range co-created by the celebrity in February 2027.
The range, unveiled Tuesday (April 28) at POSSIBLE in Miami, includes a curated mix of seasonings for meals, snacks, appetizers, and beverages. This launch will be supported by a dedicated digital platform showcasing recipes, fun moments with Hilton, and more.
Product visuals are not yet public. However, a video shown during the on-stage announcement features Hilton inside McCormick’s headquarters kitchen, developing the collection alongside the company’s chefs and R&D team.
For 11:11 Media, the deal is the latest example of its shift in positioning Hilton less as a traditional brand ambassador and more as an integrated product collaborator—a model the studio has been building since its launch in 2021.
“We look for partners where Paris can do more than simply endorse a product, and most importantly, the brand needs to be authentic to Paris,” Silvana Moretti, senior vice president and head of partnerships at 11:11 Media, told ADWEEK. “Cooking, food, and having fun in the kitchen have always been an authentic part of Paris’ world.”
A hot collab
The McCormick expansion follows a 2025 Super Bowl campaign 11:11 Media ran with the company’s Frank’s RedHot brand, which opened the door to a deeper relationship, according to Moretti.
It also builds on Hilton’s growing footprint in food and home. Her Walmart cookware line has been a strong seller, and 11:11’s scripted and reality digital series have generated millions of views, according to the company.
Hilton, who serves as 11:11 Media’s CEO, was directly involved in product development, spending time at McCormick’s headquarters tasting flavors, working with the company’s culinary team, and shaping packaging and naming, according to Tabata Gomez, the brand’s chief growth and marketing officer.
