Zatarain’s Smoked Sausage Ignites Successful Summer Grilling & Tailgating Season

NEW ORLEANS, LA — Zatarain’s® Smoked Sausage wrapped a high-performance marketing season with a series of integrated activations designed to drive trial, expand brand affinity, and reinforce the product’s role in grilling and gameday culture. From celebrity-backed social content to experiential sampling tents at top college football matchups, the brand delivered wide-reaching, high-touch moments that put Zatarain’s Smoked Sausage directly into consumer consideration during key selling months.

“It’s no secret that summer cookouts and tailgates are prime time for enjoying smoked sausage,” said Linda Rodriguez, National Brands Marketing Director. “This year, we went all in to make Zatarain’s Smoked Sausage part of those unforgettable moments—grilling with friends, gathering with family, and celebrating gameday. The excitement we’ve seen from fans shows the brand is really gaining momentum.”

Throughout the season, Zatarain’s partnered with high-reach influencers Mark Ballas, Michael Allio, and Ashley Hesseltine, generating standout recipe content, entertaining reels, and lifestyle integrations that spotlighted the versatility and bold flavor consumers expect from Zatarain’s.

To complement the social push, Zatarain’s distributed a curated “Grilling Essentials” gift box featuring Zatarain’s Smoked Sausage, custom recipes, and outdoor-friendly accessories, positioning Zatarain’s as a go-to grilling staple throughout the season.

The brand also deepened its culinary authority through a new partnership with Chef Jacoby Ponder, who led hands-on cooking classes and educational sessions tailored to confident home cooks and food-forward consumers. These classes generated on-the-ground product trial and reinforced Zatarain’s commitment to accessible, flavor-driven culinary experiences.

To expand its recipe library, Zatarain’s collaborated with Jenni Lata of TK Test Kitchen, producing a fresh collection of seasonal, high-quality recipes including Buffalo Blackened Chicken Sausage Dip, Blackened Chicken Sausage Sliders and Sheet Pan Sausage Fajitas. The brand also tapped longtime culinary partner Joy Wilson (Joy the Baker), who debuted the “Pool Dad Po’Boy”, a playful, flavor-packed take on a summer sandwich that showcased Zatarain’s Smoked Sausage as an unexpected hero on the grill and at casual outdoor gatherings.

Capping off the season, Zatarain’s Smoked Sausage hit the road as part of the Tailgate Tour, appearing at key college football games with branded sampling tents. Thousands of fans enjoyed on-site tastings and fun swag, giving the brand a direct touchpoint with tailgaters and reinforcing its positioning as a must-have gameday staple.

Zatarain’s® Smoked Sausage products are available nationwide at major grocery retailers. For more recipes, grilling guides, and summer party inspiration, visit the website or follow @zatarains on Instagram and Facebook.

ABOUT ZATARAIN’S SMOKED SAUSAGE 

Zatarain’s is one of McCormick & Company’s (MKC) brands. McCormick is a global leader in flavor. With over $6.7 billion in annual sales across 150 countries and territories, we manufacture, market, and distribute herbs, spices, seasonings, condiments and flavors to the entire food and beverage industry, including retailers, food manufacturers and foodservice businesses. Founded in 1889 and headquartered in Hunt Valley, Maryland, USA, McCormick is guided by our principles and committed to our Purpose – To Stand Together for the Future of Flavor. McCormick envisions A World United by Flavor where healthy, sustainable and delicious go hand in hand. To learn more, visit www.mccormickcorporation.com or follow McCormick & Company on Instagram and LinkedIn.