A leading CPG manufacturer sought to accelerate growth among Hispanic consumers, one of the fastest-growing and most influential shopper segments, yet lacked a cohesive strategy across insights, innovation, and execution.
Efforts were fragmented, lacked cultural relevance, and showed inconsistent activation at retail. The company developed and implemented a comprehensive Hispanic growth playbook anchored in deep consumer insight and localized execution. Advanced analytics and ethnographic research informed segmentation by origin, acculturation, and occasion.
The portfolio was refined to include culturally relevant products, pack sizes, and flavor profiles, while innovation pipelines were aligned to key consumption moments such as family meals and grilling occasions (e.g., carne asada).
Go-to-market execution was redesigned in partnership with priority retailers, incorporating bilingual merchandising, culturally resonant messaging, and cross-category activation. Trade investment was reallocated toward high-impact events and regions, supported by targeted media and community engagement.
Sales in priority markets grew 14 percent, brand penetration increased, and velocity improved across core categories.
The company established a scalable, insight-led capability, embedding cultural intelligence into strategy, innovation, and execution to drive sustained growth.