During the year, McCormick® was a clear example of our experience in motion, strengthening the connection with our consumers through the traditional “Póngale lo sabroso” jingle, but adapted to today’s music trends. The strategy implemented in 2016 enabled us to reinforce the leadership of McCormick® both in market share and brand recall. We are currently enriching the mayonnaise category with two new flavor launches: bacon and habanero, giving the consumer more options to add the best taste to their dishes.

In Del Fuerte®, we boosted our national leadership in the tomato purée category with the relaunch of the iconic “Estaban los tomatitos” jingle, with which we also improved brand health indicators: attractiveness, intention to purchase, market share and satisfaction. This pushed the growth of Del Fuerte® to the top of the category both in supermarkets and wholesale.

In the case of Búfalo®, we strengthened positioning in the spicy salsas category across all channels through presence on social networks, electronic music festivals and live transmissions through Periscope. All these actions revitalized our connection with young people, the brand’s major consumers.

We drove the momentum of Embasa® with a new image and the rescue of the brand’s emotional values, allowing us to increase shelf impact and intention to buy. The strategy was supported by the “Pasa la receta Embasa®” campaign, which consisted of registering products to participate in a television program with a recipe that included Embasa® ketchup sauce. As a result, the brand surpassed the growth of the category in the wholesale channel.

A true cultural movement has taken place in MegaMex to consolidate the spirit of the “Juntos” (Together) vision, thanks to a collective opening effort in which the best ideas prevail and align to achieve the best results.

Performing particularly well was the Herdez® brand, whose indisputable leadership has positioned it solidly among Mexican millennial consumers with Mexican heritage. Herdez® has the experience and potential to become a source of cultural pride among the Mexican-American population, a potential we are exploiting to the full.

Our salsa category in the United States grew 16%, led by guacamole salsa, which positioned us as the fastest-growing salsa brand north of the border. In fact, Herdez® Guacamole Salsa won the “2016 Editors Pick” award of Progressive Grocer magazine. In addition, the Chi-Chi’s® and La Victoria® brands helped growth with higher than expected sales performance.