Dieste named Goya Foods AOR.

Goya Foods has selected Dieste, Inc. as its advertising agency. Dieste will manage the brand strategy, creative and media planning duties for the U.S. and U.S. Hispanic markets and media buying duties for the U.S. market.

According to Goya’s Senior Marketing Manager, Alvaro Serrano, the decision to work with Dieste came after a long review process. “Our decision to designate Dieste as our agency of record reflects our desire to deliver strong creative solutions for the Goya brand and its strategic products,” says Mr. Serrano.

“We are excited to be part of such an iconic brand. Winning both the Hispanic and general markets is critical to Goya’s success, and we are looking forward to helping them take the franchise to the next level,” says Tony Dieste, chairman of Dieste, Inc.    

“We were very impressed with Dieste’ creative and strategic acumen and believe they will fit well into our culture,” added Conrad Colón, Goya’s Vice President of Sales and Marketing.

The business was previously handled by Wing.

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