McCormick has set its sights on partnering with start-ups who can enable the global food firm to achieve its goal of ‘personalisation at scale’.

McCormick, whose brands include Frank’s chilli sauce, French’s mustard and Billy Bee honey, will use a £20k PITCH//IT session at MAD//Anywhere on 12 Nov to identify start-ups and scale-ups who can give customers a personalised experience and mealtime inspiration in the herb and spice category.

6 start-ups will be selected to pitch for the £20k McCormick pilot on 12 Nov.

McCormick, the world’s largest largest purveyor of herbs and spices, is looking for “ideas, technologies and teams that can connect people to the flavours they love, at scale.”

Meanwhile, Diageo will run another £20k pitch at MAD//Anywhere focused on ‘digital brand experience’.

Click here for both the Diageo and McCormick briefs.

Enter the McCormick pitch here until 30 Oct.