Goya Launches New Integrated Branding Campaign

Goya Launches New Integrated Branding Campaign

Hispanic Food Giant Reaches Out to Latinos and Mainstream Creative Cooks

NEW YORK, May 9 /PRNewswire/ -- Goya Foods, Inc., the largest Hispanic- owned food company in the United States, 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."

ABOUT GOYA: Founded in 1936, Goya Foods, Inc. is America's largest Hispanic-owned food company. Goya manufactures, packages and distributes more than 1,200 high-quality food products, including: canned and dry-packaged beans, rice and rice mixes; nectars; seasonings; and authentic Latin specialties. Goya products have their roots in the culinary traditions of Hispanic communities around the world; their combination of authentic ingredients, robust seasonings and convenient preparation make them ideal for every taste and every table. For more information on Goya Foods, please visit http://www.goya.com/

ABOUT Winglatino: a partner agency of Grey Global Group, A WPP agency, is positioned independently and managed by Latinos. The agency helps some of the world's most important corporations reach the U.S. Hispanic market. Forward- thinking strategic and creative work are agency trademarks, proven to build some of the best brands in America among Hispanic consumers.

First Call Analyst:
FCMN Contact:

Source: Grey

CONTACT: Jackie Bird, +1-212-500-9401, or Owen Dougherty,
+1-212-546-2551, both for Grey

Web site:

http://www.grey.com/
http://www.goya.com/

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Profile: intent