Knorr has enjoyed a remarkable turnaround, achieving double-digit growth in bouillons and soups between 2023 and 2024. We asked Eduardo Angulo, Chief Marketing Officer, Foods Latin America, what powered the brand’s recent success and what it means for the future of Knorr in Mexico.
- Eduardo, can you explain the scale of the turnaround Knorr has seen in Mexico?
Today, Knorr is enjoying strong double-digit growth and is present in nine out of ten households in Mexico.[a] It has become one of the country’s five most powerful brands.[b]
Thanks to the new strategy put in place in 2023, growth in bouillons has gone from 4% to 13%.[c]
Today, I feel that Knorr Mexico has become a global benchmark, recognised both internally and by the industry for successfully revitalising its brand image and making it young, vibrant and relevant across all generations.[d]
- Can you tell us what powered this turnaround?
Evolving and adapting to changing consumer appetites have always been key to Knorr’s success over its 187-year history.
To fulfil our ambition of delivering the most authentic and culturally resonant brand experience for Mexican consumers, we crafted a strategy redefining bouillon not just as an ingredient but also as an essential part of Mexico’s culinary identity.
The first step was to understand our consumers in a new social context. Customer research uncovered key insights that ensured that our marketing approach reflected evolving Mexican lifestyle and culinary traditions.
This in turn allowed us to leverage a social-first approach that put Knorr at the centre of key conversations and cultural moments – on television and through celebrity engagements, influencer partnerships and headline-grabbing murals.
These bold, social-first campaigns and influencer-led strategies provided the perfect opportunity for us to engage with younger consumers and showcase our core products as the ultimate flavour hack for top dishes for a new generation of home cooks.
Finally, to capitalise on multiple consumer touchpoints, we stepped up our retailer point-of-sale execution which ensured maximum visibility in top key channels.
- Can you walk us through the campaigns and highlight the key learnings and wins?
- Finally, can you tell us how Knorr is going to build on this success?
We will continue to build on our success by staying three steps ahead in trends, technologies, top partnerships and content creators.
The aim is to continue to deliver a best-in-class experience for all Mexicans, addressing their needs and inspiring them to use Knorr as their top flavour companion.