SPARKS, Md. (April 10, 2012) – When dinnertime excitement gives way to weeknight routine, it might be time to explore new flavor opportunities. Home cooks in search of a dinner makeover should look no further than Lawry’s^®, their go-to mealtime helper. To bring back the joy of family dinner, Lawry’s is introducing inspiring new products and a fun, interactive “Dinnertising” campaign — featuring the first digital “advertising agency” designed to help bring new flavors to families.

“Every day, home cooks conquer real challenges when it comes to gathering their families around the dinner table. Getting them to try new dishes shouldn’t have to be one of them,” said Nurisha Rush, Business Director for Lawry’s. “When you want to bring a delicious dose of excitement to dinner, Lawry’s new seasoning blends and marinades are a one-stop shop for easy, delicious meals. They’re the tastes your family already loves, with a flavorful twist.”

To add even more zing to dinnertime, Lawry’s is bringing flavor to life through Dinnertising, a one-of-a-kind virtual experience allowing cooks to produce custom video advertisements that spark anticipation for the mouth-watering flavors of tonight’s meal.

“Dinnertising is all about making meals interactive and fun for kids,” said Rush. “By getting kids more involved it helps to create a spirit of excitement around dinner time — whether they’re helping prep the recipe or crafting their own digital ‘ads.’”

Families can personalize the videos by uploading photos, selecting the storyline and the starring recipe. Videos can then be shared via Facebook, Twitter or e-mail. They will even have the opportunity to submit their family’s Dinnertisement for a chance for it to appear on the Rachael Ray show.  Make your own custom advertisement at www.dinnertising.com.

In addition to deliciously fun Dinnertising ads, Lawry’s is helping home cooks bring new flavors to their families with these zesty new products:

• Mediterranean Herb Seasoned Salt: The signature flavor of Lawry’s Seasoned Salt is expertly blended with Mediterranean herbs and spices in this new favorite, adding a fresh twist to standby recipes.
  
  
• Fire Roasted Chile & Garlic: Inspired by the bold flavors of the Southwest, this robust blend of fire roasted chiles, garlic and smoked paprika adds a hint of boldness to weeknight meals.
  
  
• Roasted Garlic Salt: Lawry’s Garlic Salt is enhanced with the deep flavors of savory roasted garlic, aromatic oregano and basil for a refined take on a classic.
  
  
• Santa Fe Chili Marinade: This 30-minute marinade is accentuated by a bold blend of flavors, including chili pepper, cumin, oregano and a splash of lime juice — perfect for waking up easy weeknight chicken dinners.
  
  
• Mediterranean Herb and White Wine Marinade: Inspired by the full-bodied tastes of the Mediterranean, this easy marinade features basil, oregano, garlic and sun-dried tomato, blended with white wine and extra virgin olive oil.

For new recipes and tips on how to make dinnertime as flavorful and fun as possible, visit www.dinnertising.com. Lawry’s seasonings and marinades are available in the spice and marinade aisles of stores nationwide.

###

To download food photography, visit the digital press room at www.mccormick.com/foodmedia.

About LAWRY'S
Whether preparing a quick weeknight dinner or grilling for an al fresco backyard bash, LAWRY'S® full line of marinades, seasoning mixes and spice blends helps create delicious meals the whole family will enjoy. Whatever your flavor, these signature products add excitement to everyday dinners with mouth-watering varieties that will please every palate. The signature zing of LAWRY’S gives busy families the opportunity to spend less time cooking and more time enjoying their meal and each other's company. To learn more, visit www.lawrys.com and like us on www.facebook.com/Lawrys.

LAWRY'S is one of McCormick & Company's (NYSE: MKC) portfolio brands. As the leading global supplier of innovative flavor solutions, McCormick has built a portfolio of leading flavor brands that enhance people’s enjoyment of food all around the world. Every day, no matter where or what you eat, you can enjoy food flavored by McCormick. McCormick brings passion to flavor.™