Goya Foods launches integrated branding campaign to Latinos & mainstream cooks.

Goya Foods, Inc. this week launches an extensive new brand advertising effort, part of an integrated marketing campaign representing the largest single investment in the history of the company.

Leveraging the huge popularity of Latino cuisine in mainstream American culture, the new advertising positions Goya as the ultimate provider of “authentic” Latino ingredients and foods for various generations of Hispanic consumers as well as a new segment in the general market of enthusiastic cooks with a passion to create, experience and share authentic ethnic foods at the family table.

The multi-channel campaign includes national, local and cable TV ads in 11 key markets, both general and Hispanic, as well as an online component.

Robert Unanue, President of Goya, said, “We see a historic opportunity to accelerate Goya’s growth in the mainstream U.S. market by capitalizing on today’s mega-trend toward Latin food preferences and the resurgence of in-home cooking, which plays to our core brand equity as the premier purveyor of ‘authentic’ Latino foods.”

The centerpiece of the new effort is a television campaign (1 30-second anthem and 2 product-specific 15-second commercials) from Winglatino, the Hispanic marketing communications company of WPP’s Grey Global Group.

The TV spots are a tender evocation of the importance of “home” in everyone’ s life and the role Goya has always played in creating meals with the home-made flavor of authentic Latino ingredients. Each commercial ends with the tagline: “If it’s Goya, it has to be good.”

Gary Bonilla, Vice President, Strategic Planning Director of Winglatino, said, “Our research uncovered an ethnic neutral target: ‘Kitchen Artists’ who love cooking at home. They are inspired to use their creativity to create home-cooked meals across cultures to bring friends and family back to the dining room. Goya gives them the quality, taste and convenience they crave.”

Jackie Bird, President and CEO of Winglatino, said, “The TV ads convey the importance of coming home and savoring the joys of food and family to make an emotional connection with all consumers. The ads reinforce both Latino cultural values and deeply-held loyalty for Goya while tapping into non-Latinos desires to experiment with new ethnic food flavors.”