Del Fuerte’s “little tomatoes” have been, for many years, the tomato sauce heroes of the Mexican market. However, the brand had trouble extending its reputation for excellence successfully into other categories.
This is why Grupo Herdez Del Fuerte decided to redirect its brand strategy, targeting a more detail-focused segment: people who need to know the origin of their products and who care and enjoy eating natural and healthy food.
To recommend the new package design, Interbrand researched various audiences. The new design, which is geared to this target, achieves more presence on the shelf by reinforcing the brand’s black color and using cleaner elements.
The new brand, which was launched on 2010, has been met positively by consumers.