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. 

The mogul is heating things up for the Big Game.

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.

“From flavor direction and naming to packaging design, we worked together to create a collection that feels Paris unmistakably, while delivering the quality consumers expect from McCormick,” Gomez said.

For McCormick, the appeal is generational. Gomez said the partnership wants to tune millennial and Gen Z consumers into a heritage brand whose cultural relevance with younger audiences depends on creating new entry points.

CPGs commit to creators

The deal reflects a broader shift in how legacy CPG brands are approaching celebrity collaborations, moving away from short-term endorsements toward longer, equity-style partnerships in which the talent helps shape product, marketing, and content.

11:11 Media has made that model its core pitch, framing Hilton’s reach across social, streaming, and commerce as a single ecosystem rather than a series of one-off appearances.

Later this year, that ecosystem will extend even further. 11:11 Media is heading into production on a new comedy-forward culinary series starring Hilton, designed as a digital-first format featuring celebrity guests and built with brand integration in mind. 

“We’re not just creating ads, we’re bringing McCormick into an always-on Paris Hilton ecosystem,” Moretti said. “Whether it’s Paris cooking in the kitchen with her kids or serving chicken nuggets with caviar and McCormick seasonings at Coachella, these are authentic moments that are part of her daily life.”