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Live sample coverage from TikTok · US · hot sauce, seasonings & mustard · August 5, 2026

McCormick. Watched in real time.

dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.

Trending narrative
McCormick owns a flavor-hack feed: viral Cholula partner recipes, Frank's RedHot 'Eat The GOAT' buffalo everything, French's mustard mania from grilling glazes to Minions mustard, and Old Bay seafood-boil culture, with a Cholula formula-change knock alongside. A Cholula quesadilla from @zachs.foods hit 97.0M views.
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Trending now · pulled from dig
Narrative intelligence

The stories driving the McCormick conversation.

Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.

Trending now · last 7 days

What people really think about McCormick right now.

Pre-crisis radar · for comms

The narratives that haven't hit yet.

Early negative signals that give comms a head start before the story spreads.

Emerging signals · last 14 days
See the signals before they break.
The accelerating narratives, who's driving them, and why they matter. Visible only to dig customers.
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Owned content vs. UGC

Who's actually calling the McCormick conversation.

Brand channels and partners seed the launches; creators turn McCormick into flavor hacks, buffalo everything and seafood boils.

Owned vs. UGC reach · last 30 days
~15%vs~85%
McCormick-owned share · UGC share of McCormick TikTok reach (30d)
McCormick's brand channels (Cholula, Frank's RedHot, French's, Old Bay) and partner creators seed the launches, but the reach comes from creators, from Cholula recipe partnerships and Frank's buffalo hacks to French's Minions mustard and Old Bay seafood boils.
Top 6 creators · last 7 days
See the creators moving the McCormick conversation.
Creator type, narratives, follower counts, and recommended actions.
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The house codes

Cholula partner recipes, Frank's RedHot buffalo everything, French's mustard mania, Old Bay seafood-boil culture, the Cholula formula-change knock, the spice-sterilization concern. Tracked.

How the McCormick conversation moves on social, plus the signal McCormick can act on.

Portfolio signal · last 30 days
See every franchise in the house.
Each product line's top narrative and the surprise signal comms may not see coming yet. Visible only to dig customers.
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From signal to next move

The actions your team can take this week.

The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.

Your next moves.
The creator to seed, the narrative to boost, and the talking point to sharpen this week.
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