https://youtu.be/teXXpGShD8M
The Goya brand has grown over time. In a Forbes article “How Goya became One of America’s Fastest-Growing Companies” states that Goya started in New York and has been targeting “Latinos in the U.S. for 77 years” and just a few years ago they also started advertising products such as yellow rice for non-Hispanics crowds as well. Their slogan in English is “If is Goya it has to be good” and the translation to Spanish is “Si es Goya, tiene que ser bueno”.
The marketing advertisement Goya launched this year is called “Real Life Chefs”. It is mainly focused on individuals who want to prepare food for their family but have little time on their hands to accomplish that. Thus the message taken from Goya’s advertisement is that relying on Goya is a good idea since it has a special taste that requires little time for preparation. It is no surprise that this strategy is used to target the Anglo-American society in the United States; specifically busy parents that live in the United States. Since, many homes in the United States have both working parents that have little time during the day for other activities, so they must find practical ways to still care for their loved ones. This campaign also targets people who are not experts in the kitchen but want to use unique ingredients that may not require too much work.
In the contrary in the Goya commercial in Spanish, the marketers focus on the nutricional value Goya products bring to the public as well as the easiness of cooking with Goya. We also see a couple spending quality time together as they enjoy their meal. In other words, Goya also focuses on the important values Hispanic household practice in their homes.
I want to start off by apologizing, I didn’t see your post when I started my analysis. You brought up some great points that I completely over looked when analyzing the Goya commercials. This whole idea of “Real Life Chefs” is definitely something targeted toward Anglo American culture, as Latinos we never really question our ability to cook because it is something that is embedded in our culture as an important skill so we never really think about it in that sense.
-Yolainny
Thats ok! I personally use Goya sometimes when I cook and maybe you do as well. Its no wonder a few of us picked Goya, it has indeed good marketing strategies.