McCormick · Grupo Herdez — Demand Growth Spaces to double the business
McCormick · Grupo Herdez · FMCG · Food · Spices · Mexico · Strategy · Strategic Focus
The challenge
McCormick spices needed to double its business by 2029. Growth within the traditional category was no longer enough. Decisions had to be made about which adjacent categories the brand could move into without losing what made it McCormick, and how to do so in a sequence the Herdez team could execute.
The approach
We co-designed the strategy with the Herdez team through a deep dive into consumer needs, business objectives and the state of the market and category. From that intersection emerged the Demand Growth Spaces: the consumption spaces where McCormick had the right to play. The strategy landed on three strategic territories and four hero concepts.
The result
Herdez received an operational strategy to grow McCormick, not a report of opportunities. Three prioritized territories, four hero concepts ready to activate and a decision framework that lets the team keep thinking under the same logic when new opportunities emerge.
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