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—McCormick Mayonnaise McCormick & Company hired K. Fernandez for a U.S. Hispanic market launch of Mexico’s famous “Mayonesa McCormick". We decided strategically to utilize the established brand equity of "Mexico's favorite" and tagline but with a U.S. Hispanic twist to the executions. We developed integrated promotions with public relations support, and executed event marketing and sampling. We targeted first generation, Spanish dominant Hispanics through TV, radio and OOH. Radio and radio remotes supported promotions. Sales grew from $300,000 to over $8 million in four years, same store sales increased 45% versus the prior year and ROI was over 200% on our Grocery Grab promotion. |