Your last comment gave me what I needed to fill in the blanks, thank you.
I am actually not running Linux on target, so downloading the whole QorIQ Linux SDK is too much effort.
Since I am using VxWorks, all I need is the RCW built repo at https://github.com/nxp-qoriq-yocto-sdk/rcw
I created a new .rcw file from the target specific folder and rebuilt it. That generated the .bin file. Then I went to the UBOOT console and loaded the new binary using TFTP, removed protection from the NOR memory, erased the 0xec00_0000 +20000 location, and finally copied the new binary to it.