Goya has been a popular food brand for many years among Latinos, especially in the Northeastern part of the U.S. The company’s canned beans, olives and adobo seasoning are staples among that demographic group.
But now Goya Foods has launched a broader effort, going after a general market with a new ad campaign, including, for the first time, mobile technology.
There’s some irony that now, while many other food companies are trying to zero in on the growing Hispanic population, Goya is going in the opposite direction, aiming for a mass audience.
One reason for the new thinking: Goya noticed that its English-language Web site was growing. So far this year, Goya’s had one million unique visitors, with 87 percent on the English-language site, and 13 percent on the Spanish site.
According to a story by Tanzina Vega, writing for The New York Times, Goya plans to spend as much as $10 million on the new campaign. The focus will be on five products: adobo seasoning; canned beans like black beans and kidney beans; yellow rice mixes; green olives; and low-sodium beans like chick peas.
Quoted in the Times article, Conrad Colon, vice president of marketing for Goya, said, “The whole idea was to focus the message and position Goya as the bean people.”
Goya worked with Quattro Wireless to create a custom mobile site, m.goya.com, which will offer coupons, how-to videos and recipes like black bean salsa and creamy olive dip.
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