Goya Foods, whose canned beans, jars of olives and adobo seasoning have been a staple in Latino households in the Northeast for decades, hopes to attract a broader market with a new advertising
campaign and mobile marketing effort, Tanzina Vega reports. Focus group studies turned up an interesting insight into its prior marketing to the general public.
"We realized that we
were talking to general market consumers like they were Latinos," says Alain Groenendaal, president and CEO of Wing, the unit of the Grey Group of WPP that is Goya's agency. "Instead of teaching
people to cook Latino, we needed to think about how we can use Goya ingredients in their cooking."
So the campaign will focus on showing us how to incorporate Goya products into
mainstream delicacies such as casseroles, salads and meatloaf instead of the likes of arroz con gandules. In addition, m.goya.com will offer coupons, how-to videos and recipes like black bean
salsa and creamy olive dip.
But don't look for Goya on Facebook or Twitter. That's right, don't. "We have yet to see the ROI on such investments," says Goya senior marketing
manager Alvaro Serrano. "It could lend itself to more negative than positive if you don't manage it properly."
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