Goya mainstream assignment goes to WingLatino.

WingLatino announced that it has been selected as the agency for Goya Foods, the nation’s largest Hispanic-owned food company in the U.S., to develop a major campaign that will be launched both in the US Hispanic and General Markets nationwide. The agency will manage the advertising, strategic planning, creative, and media for Goya’s portfolio of quality condiments, pantry items, beverages and frozen foods, totaling 1,500 products under the Goya label. WingLatino was chosen after a competitive review process, which included various General Market and Hispanic agencies in New York.

While global food companies aim to gain share and new consumers by targeting specific brands to Hispanic audiences in the U.S., Goya, the #1 food brand for Latinos, plans a continued expansion into the broader non-Hispanic market. The selection of WINGLATINO is indicative, however, that Goya is as committed as ever to its current franchise in the U.S. Hispanic market and will continue efforts to further its brand development among this target.

“Goya Foods is pleased to have found in WingLatino a partner with a keen understanding of our brand. As a specialized agency in the Hispanic market, WingLatino also demonstrated their strength in strategic planning and overall expertise to help us position our brand and products across target segments. This was a key requirement for us, given our plans to expand our customer footprint at the national level,” said Bob Unanue, President of Goya Foods.

Jackie Bird, President and CEO of WingLatino, stated that, “We are ecstatic with this win, because as Latinos, Goya is in our DNA! We highly value the trust Goya Foods has placed in WingLatino. Moreover, we believe that this assignment is a groundbreaking milestone not just for our agency, but for the advertising industry as a whole, because it recognizes that the U.S. is a highly diverse market that’s becoming increasingly driven by Latin culture. As Latino influences continue to spread—for example, in activities such as food consumption and preparation—the smaller, more mobile groups are clearly influencing the larger, more staid population segments. These dynamics are strongly impacting consumer behavior, lifestyles and values across the U.S. thus driving trends and affecting brand choices. Goya’s selection of WWingLatino to complement its advertising efforts is an indicator of the growing power and influence of Hispanics in the U.S.”