The Opportunity

Herdez set out to do more than run a promotion—it wanted to create a nationwide experience that honored its legacy and strengthened its bond with consumers.

With millions of units in circulation, the solution needed to:

• Provide full traceability of each code (SKU, lot, distribution channel).

• Verify authentic participation (photo with name on the label).

• Scale for millions of entries without impacting performance.

• Comply with strict legal requirements for public sweepstakes.

The Solution

We partnered with the promo execution and legal teams at TV Azteca Promociones and collaborated with the packaging supplier to generate millions of unique alphanumeric codes with full lot-level traceability.

We then built a multi-channel platform to register participants, validate codes, filter out fraudulent entries, and enable real-time prize drawings.

Every scan was automatically validated, and the participation flow was optimized for any device. Even during traffic surges, the experience remained seamless.

The Outcome

The campaign was a resounding success. Herdez didn’t just celebrate 90 years in style—it reconnected with consumers across the country, strengthened its in-store presence, and generated thousands of positive brand interactions.

And the unique codes? They didn’t just drive participation. They also unlocked valuable insights into shopper behavior, channel performance, and promotional effectiveness.

We wanted every label to feel like an invitation. Every customer deserved a memorable experience. And we achieved that with a platform that never missed a beat.

- Herdez Marketing Team