Skip to playerSkip to main contentSkip to footer
  • 4 days ago
Tabata Gomez, McCormick's CMO, talks about restructuring the team's workflow and capitalizing on food trends.
Transcript
00:00People connect with delicious products that are trending and they want to make them Gen
00:04Seers and millennials are all about that.
00:12One of the reasons why I joined my core mix was to help evolve the way we do marketing
00:17to really accelerate sales and drive brand growth.
00:22And in order to do that, I knew we needed to be more agile because we needed to be able
00:27to capitalize on the trends on food that were being out there and to be able to connect
00:32with consumers in a faster way to what was appealing to them.
00:36But in order to do that, we had to restructure a little bit the way we work and create a new
00:41system that would make us much more agile.
00:43In the past, work flowed by different groups and it wasn't fully connected.
00:49And what I wanted to do was create these pods where I would put everybody around the table,
00:53literally, and have them be able to work together faster towards one single goal.
00:59And when they work in sprints, it's a lot easier to get the work done because they hit one thing
01:04and then they move immediately to the other.
01:06And that has allowed us to move very fast, but it also allows us to connect all the different
01:11pieces, whether it's the consumer side of the portfolio or our branded food service side
01:16of the portfolio.
01:17If you think about for our brands like a Cholula brand, we have products we sell in store, we
01:22have products we sell online, we do true commerce.
01:26But on the other hand, we also have table products on restaurant table tops and on the back of
01:31house, in the kitchens, in the cafeterias.
01:35And if we put everybody around the table and work that way, we're actually able to capitalize
01:40and make the most out of that entire ecosystem.
01:42I always get asked what's my favorite McCormick product.
01:46You know, it's like having to choose between all your favorite children.
01:49It's really hard, but I must say I'm very, very loyal to our Cholula green sauce.
01:56It's my favorite.
01:57For the Cholula brand, the number one Mexican hot sauce, when we had planned the campaign
02:02for the launch of 11 new SKUs of mainstream Mexican products, we had chosen to hero a traditional
02:10Cholula SKU as part of the campaign, but we had some really interesting products in the
02:15portfolio.
02:16And what we started seeing is that there was a lot of pick up on Birria on social media
02:22and influencers were talking a lot about it.
02:24We were seeing a lot in restaurant menus.
02:26So we had designed and created a Birria SKU, a simmering sauce that was going to be part
02:31of the campaign.
02:32However, that was not going to be the hero product.
02:35But all of a sudden we started seeing a lot of pick up online.
02:39And one of my team members came to me and said, Hey, what if we did something bold and
02:44different?
02:45What if we actually leveraged the Birria product as the hero SKU of the campaign and launch that
02:51way?
02:52And you know, we were 48 hours before launching for Cinco de Mayo.
02:57And I just looked at the team and I was like, well, if we can make it happen, let's do it.
03:02So Birria was something amazing that was trending.
03:07We led with that and that allowed the brand to win.
03:11We took a lot of events.
03:13We went toop and we were doing work.
03:14We went toop?
03:14We went toop and we've got plenty of people called Richard Luden.
03:16We didn't need battle people in town.
03:17We tried...
03:18To be honest.
03:19We didn't expect to buy money food in a war crew.

Recommended