Overview

• The Secretaría de Economía and the CCE unveiled the national drive in Mexico City, debuting ads that close with “Con el corazón en la mano, consume lo mexicano.”
• Organizers said about 30 companies financed the effort, describing it as privately funded and autofinanced with federal accompaniment.
• Participating brands include Bimbo, Cemex, Oxxo, Mercado Libre, Mastercard, Liverpool, Alpura and Banorte, alongside other major retailers and manufacturers.
• Officials noted that only 2,057 companies hold the Hecho en México certification out of roughly 5 million economic units, and the campaign seeks to expand adoption and steer consumer preference.
• Marcelo Ebrard presented a Hecho en México certificate to CCE president Francisco Cervantes as leaders situated the initiative within Plan México and detailed a broad rollout across TV, radio, print, outdoor and digital.