Goya Foods to launch new marketing campaign

by FoodBusinessNews.net Staff
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NEW YORK — Goya Foods, Inc., a Hispanic-owned food company, is set to launch a new brand advertising initiative positioning the company as a provider of authentic Latino ingredients and foods for multiple generations of Hispanic consumers.

The campaign also will emphasize a segment in the market of cooks with a desire to create authentic ethnic foods in a family setting.

"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," said Robert Unanue, president.

The driving force behind the campaign is television promotions from Winglatino, a Hispanic marketing communications company. The campaign includes national, local and cable television ads in 11 markets targeted to the general public and the Hispanic segment. There also will be an on-line component as well.

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