"Man Crafted" is a series that explores how creative people who live interesting and unique lifestyles handle cooking and learning to create new recipes. Chef and Scripps Lifestyle Expert, James Briscione, is a charismatic family man who is traveling around and meeting with different groups of interesting men to share new recipes inspired by their lifestyle. McCormick Spices partnered with Food Network and UM Studios to show how their spices are easily integrated into the most delicious recipes. For people that are on-the-go and learning to cook dishes that fit in with their style, McCormick Spices have seasonings that are creative and different yet also reliable and a staple for any chef.
McCormick Spices are integrated seamlessly into the recipes that James prepares in each 5 minute episode. They are mentioned as key ingredients, and the series is "presented by McCormick Spices." This subtle method if integrating the spices into the series was true to how spices are used in most recipes—they are a key to the flavor of the dish and essential in any kitchen. No matter what walk of life people are coming from, they will always need a good spice rack, and McCormick Spices can help liven up a classic dish and provide the necessary seasoning that every meal needs. James Briscione also had appeal to McCormick Spices since Food Network had worked with him on the previous web series "Cooking with Dad."
The series was produced in partnership with UM Studios and introduces different guests in each episode (from baseball players to urban farmers) and shows James doing an activity with them that is unique to their lifestyle. James then discusses a fun recipe that he cooks with the guests, and they enjoy the dish in their lifestyle environment. The series was promoted with promoted social posts featuring video, Snapchat ads, pre-roll ads, and television spots on Food Network that drove back to the series on FoodNetwork.com.
In addition to the viral success and press garnered through the viral videos, the social video views contributed greatly to the overall success of Food Network's social and O&O video views during Q1 and Q2 of 2017. During the first week of May, a section of one video in which James Briscione sprinkles taco seasoning on watermelon slices became a viral sensation and was covered in the press by BuzzFeed, Time, NY Mag, Uproxx, and more.