We innovate
with Mexico
We innovate with Mexico
Grupo Herdez relies on a sales force of nearly 4,000 employees who work every day to provide our customers with the best service, while offering our end consumers a product portfolio that always meets their needs with the highest quality.
Without a doubt, 2018 was a great example of our capacity for innovation and commercial execution. Net sales in the Preserves segment totaled $16,455 million, an increase of 3.1% compared to 2017.
We also launched campaigns that strengthened our connection to our consumers. For example, we showcased authentic regional flavors with the “Show Off Your Salsa” promotion, and introduced campaigns to rise new environmental challenges, promote responsible consumer habits through the “For a Living World” movement, and expand our product offering with product launches of McCormick, Frank’s and French’s.
In terms of communicating with our final consumers, it is important to note that the weight of digital channels in our media has increased considerably, reaching nearly 9%, since one of our goals is to establish a close dialogue with younger consumers to better understand their tastes and preferences and to adapt our content and products to their needs.
“La salsa is a basic ingredient in the table of Mexicans and Show off your Salsa was the solution to spread the best flavors of our country.”
Zemelli García
Brand Manager of Salsas Herdez
Salsas made by mexicans,
for mexicans
“Show Off Your Salsa” allowed us to create a new product line, which has been very successful not only due to its media impact, but also because of its contribution to our market share in the salsa category which, in certain regions around the country, grew 5 additional points.
This advertising strategy won an Effie Award in the “Best Innovation Campaign” category. Effie Awards are considered the most important awards in the marketing communications industry in Mexico and around the world, since they recognize the best advertising ideas that meet and surpass the goals of the business.
In annual terms, the home-style salsa category increased 2.5 times more than the total growth of that category, driven by household penetration of the recent launches of regional salsas and through the growth of the guacamole salsa, which today represents nearly 30% of sales in this category.
EFFIE Award
"Show Off Your Salsa" won the bronze
EFFIE award as
"Best Innovation Campaign"
“The platform For a More Living World, allowed us to share with our consumers our essence and commitment to Mexico.”
Rodrigo Mondragón
Marketing Director
Committed to a more living world
Herdez responds to the challenges in our environment by promoting responsible consumer habits. Our proposal, through the “For a More Living World” campaign, has made us a relevant stakeholder in protecting and taking care of the environment.
This strategy includes three initiatives: 1) Creating household gardens with the paper seed labels that cover canned vegetables, 2) Promoting recycling by installing machines in the country’s major cities, and 3) cleaning Mexican beaches.
For the first initiative, we substituted common labels on our canned vegetables for paper seed labels, which lets our consumers grow four different herbs at home: basil, mint, chamomile, and thyme.
The second initiative is the “Recycle the Can” campaign. We promote recycling in Mexico by installing recycling machines in the country’s major cities, and surpassed our collection target by 300%, reaching more than 106,000 cans. We transformed them into 80 solar heaters that were installed in the Mazahua community, to support people living with very low temperatures during the winter season.
We also converted cans into flower pots filled with plants, which our consumers adopted during the second half of 2018. This campaign allowed us to increase brand loyalty by 2 percentage points, and to gain 1.6 percentage points in market share.
Herdez tuna inspired the third initiative, in which we promote cleaning up Mexican beaches in partnership with Blau Life, a marine life conservation center. Together, we promote campaigns to raise awareness about the ecological damage produced by waste along Mexico’s coastline, while we sponsored sargassum and garbage collection. We were able to clean up 12 beaches, collecting 15 tons of sargassum and one ton of garbage.
As a result of these efforts, Brand Finance, a consulting firm, included Herdez among the 10 most valuable food brands in Mexico.
With the “For a More Living World” campaign, we encourage responsible consumer habits.
Bringing the world’s best to mexicans
Our portfolio contains global brand leaders that we have developed and adapted to the Mexican market to offer the best taste and the highest quality. This is evidenced by the constant innovation in McCormick mayonnaises and teas, the recent incorporation of Frank’s and French’s into our portfolio, and the versatility of the Barilla and Yemina pastas.
In 2018, McCormick capitalized on the surge in avocado and its infinite possibilities in Mexican cuisine with the launch of guacamole-flavored mayonnaise, which increased market share by 1.5 points in that category and reinforced the brand’s position as an innovation leader, favoring frequency of consumption in a category with penetration of nearly 100% in Mexican households.
For the third consecutive year in the tea category, the McCormick brand also experienced double-digit growth as a result of the consolidation of the gourmet tea line, which offers a new range of flavors and has expanded the size of a category that had remained static for many years.
In turn, the marketing of products under the French’s and Frank’s brands positioned us as the undisputed leader in the mustard category and opened a second growth avenue in the spicy salsa category, where we have a presence only under the Búfalo brand.
In terms of pastas, we have contributed value to the category through portfolio differentiation, with a wider variety of pasta shapes and presentations with higher grammage, which strengthens our leadership in the premium segment, especially with the Barilla brand.
In turn, Yemina stirred up energy among our consumers with the “Yemina Jars” initiative. The jars mix pasta with protein and vegetables, offering an especially quick, delicious and nutritious option.
This initiative helped to break barriers to pasta consumption in Mexico by demystifying it as a fattening food; to the contrary, it offers the best source of energy at an affordable price.
Discover the energy that you carry inside with Yemina jar
