In a world where omnichannel strategies have become the cornerstone of marketing, Ubaldo Aguirre, Marketing Head of Unilever Food Solutions Mexico, shares how the company is reinventing its connection with consumers and clients. From content personalization through artificial intelligence to creating memorable experiences in the gastronomy sector, Aguirre highlights the trends that will shape the future of marketing in the coming years. In this interview, he explores how Unilever is leading the digital and gastronomic transformation, with a clear focus on omnichannel strategies and building unique brand experiences. Aguirre will speak at our Portada Live, CDMX on April 10 at the JW Marriott, Polanco.
Unilever Food Solutions: Omnichannel as the Pillar of Modern Marketing
For Ubaldo Aguirre, omnichannel is not just a trend but a necessity in today’s marketing landscape. “Omnichannel is at the core of all marketing initiatives at Unilever. The interconnection between channels is key to ensuring a consistent brand experience for consumers,” he states. In an environment where consumers interact with brands across multiple platforms, synchronization between channels becomes a critical factor for success.
At Unilever Food Solutions (UFS), this philosophy translates into close collaboration between areas such as e-commerce, sales, and trade. “Particularly at UFS, we work in a highly synchronized manner with e-commerce, sales, and trade teams to connect with clients and guide them through the funnel with simple and relevant messaging,” explains Aguirre. This approach not only enhances the customer experience but also optimizes conversion by delivering content and solutions at the right time.
“Omnichannel is at the core of all marketing initiatives at Unilever.”
Artificial Intelligence and Personalization: The Future of Omnichannel Marketing
One of the most notable trends Ubaldo Aguirre envisions for 2025 is the use of artificial intelligence (AI) tools to create more specific and segmented content. “A key trend in omnichannel marketing is how we use AI tools to develop more tailored and better-segmented content for our audiences,” he notes. At UFS, these tools are used to personalize CRM efforts, such as email campaigns, ebooks, and masterclasses, enabling more effective and relevant communication.
The focus on technology not only improves efficiency but also strengthens customer relationships. “At UFS, we use these tools to customize our content across all CRM efforts,” adds Aguirre. This approach reflects how omnichannel strategies and technological innovation are transforming marketing strategies in the gastronomy sector.
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Brand Experiences in Food Service: The Power of FOH
In the gastronomy sector, brand experiences are essential. Ubaldo Aguirre highlights how Unilever Food Solutions leverages Food Service as a key channel to build memorable experiences. “A significant part of our efforts at Unilever Food Solutions involves using Food Service as a channel for brand experience and building,” he states. This approach, known as FOH (Front of House), focuses on offering consumers unique moments that reinforce their association with Unilever’s brands.
A notable example is the 2024 campaign with VIPs, which promoted the Caldo Tlalpeño prepared with Knorr. “The campaign included communication across all 230 VIPs locations, influencer collaborations, and an exclusive promotion with UBER EATS,” explains Aguirre. The results were extraordinary, with a sales increase of over 300%, demonstrating the power of well-executed brand experiences.
“At UFS, we use these tools to customize our content across all CRM efforts.”
Menús del Futuro: Gastronomic Trends and Generation Z
Another key initiative by Unilever Food Solutions is the Menús del Futuro (Menus of the Future) platform, which is based on an annual report on global gastronomic trends. “Menús del Futuro is the new communication platform for the UFS brand. It is based on an annual report that highlights global gastronomic trends, with a strong focus on the preferences of Generation Z,” comments Aguirre. This report, developed from interviews with 1,600 leading chefs, will be presented in March 2025 at Unilever’s global research center, Hive, in the Netherlands.
“The concept of Menus of the Future aligns with Unilever Food Solutions’ vision of positioning itself as a provider of solutions and inspiration for its clients,” adds Aguirre. This initiative not only reinforces Unilever’s commitment to innovation but also democratizes gastronomic trends for the entire industry.
Differences Between Mexico and Argentina: Two Markets, Two Strategies
Although Mexico and Argentina share Latin American roots, their gastronomic markets present significant differences. “Mexican families allocate a higher percentage of their income to eating out (18% on average in Mexico, compared to 10% in Argentina),” explains Aguirre. This difference is reflected in the number of food establishments, with 700,000 in Mexico compared to 100,000 in Argentina.
Additionally, Mexican gastronomic culture plays a key role. “The Mexican food market is deeply loyal to its culinary culture and roots. Mexican cuisine is the #1 choice in Mexico, with growing penetration year after year (+4.5% in ‘24),” highlights Aguirre. These unique characteristics influence marketing strategies, where local opinion leaders play a crucial role. “In Mexico, local opinion leaders hold significant relevance—Unilever’s investment in local influencers is above the regional average,” he concludes.
Ubaldo Aguirre’s vision and Unilever Food Solutions’ strategies reflect how omnichannel approaches, technological innovation, and brand experiences are transforming marketing in the gastronomy sector. With initiatives like Menus of the Future and campaigns such as the one with VIPs, Unilever is not only connecting with its consumers but also leading the evolution of Food Service in Mexico and beyond.
