Situation

Herdez, makers of the #1 salsa in Mexico, and Hormel Foods created a joint venture called MegaMex Foods in the US to increase its brands’ distribution.

^$560M

increase in annual sales.

Play

Challenge

How does an authentic Mexican salsa move from specialty grocers and ‘ethnic’ food aisles to large supermarkets alongside mainstream products without getting lost?

Insight

Young Mexican-Americans were looking for a connection to their heritage, while Millennial foodies were looking for authentic products for their culinary adventures at home.

Solution

Positioning Herdez as the authority on Mexican cooking and culture.

Results

Over the course of a decade, we helped MegaMex grow annual sales of Herdez Salsa and other brands in its portfolio from $20 million to over $600 million. In addition, we united Mexican and American culture at the dinner table.