Rebranding GOYACarolin Frenken & Nancy Gonzalez

ABOUT GOYA

Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company and thepremier source for authentic Latin cuisine. Goya provides consumers with over 2,200 high-qualityand affordable food products from the Caribbean, Mexico, Spain, Central and South America.

The history and story of Goya is as much about the importance of family and values as it is aboutachieving the American dream and helping to cultivate the Latin culture in the United States. In1936, Don Prudencio Unanue and his wife Carolina, immigrants who first migrated to Puerto Ricofrom Spain, started Goya in a small storefront on Duane Street in Lower Manhattan. It has nowbecome America’s largest Hispanic-owned food company.

If it's Goya... it has to be good !

Current Logo, Slogan & Packaging:

If it's Goya... it has to be good !

Rectangle shape gives the

impression of dull and feeling

trapped

- Packaging can be overwhelming

- Multiple colors

- Blends in with other brands

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MARKET SECTOR MAP

Hispanicfamilies

Youngeraudience, 1stGenerationstudents,

multiculturalfamilies

Familyoriented

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GOYA Rebranded GOYAShared

TARGET AUDIENCE

18 - 25 YEARS OLD

COOKING BEGINNERSStudents

1st GENERATION

Family oriented

(Especially Cooking )

(Moving away)

Forgot about theircultural background/

roots50%50%

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OBJECTIVES

BRAND AWARENESSBRAND PREFERENCE

I know Goya. I'mbuyingGoya!

INCREASE

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CREATION & TONE

hispanic values

family-rooted

funnymodern hispanic attitudes

bring back hispanic cooking culture

modern, simple layout

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Redesigned Logo, Slogan & Packaging:

Goya, making you feel right at home!

- Circle gives the feeling of

movement and joy

- Stayed with shades of blue & yellow

- New font which is inviting

- Arrow inside the O, which

symbolizes family recipes and

traditions that get passed down from

generation to generation.

- Reinforce that Goya promotes

family oriented and home cooked

meals.

- Modern packaging

- Simple which stand out, not

overwhelming

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GOYA CAMPAIGN

Establish characters,which act as aconnection betweenGOYA and itsconsumers,giving the opportunityfor the consumers torelate to their ownculture and experiences.

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MAIN CHARACTER

GOYASITA

Mother with traditionalvalues, who is trying to teachher children how to cook.She has the best tips forcooking but has given upand loses patience with herchildren's unwillingness tolearn.

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EQUIVALENT TO TARGET GROUP

GOYALITA

She is more interestedin social life than in cookingand doesn't want to be atraditional housewife, ratherbeing independent.

He is more interested in hisimage, and caught upchasing girls. No point inlearning how to cookbecause he plans onmarrying a housewife.

GOYALITO

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SOCIAL MEDIA

BE UP TO DATE ON:

CREATE DAILY CONTENT that is abeneficial to consumers. Tell stories, shareexperience, and give tips. Include highquality posts and hashtags suchas #goyastories to promote Goya and theiruse of products.

Examples:

Recipes for beginners

Goyasita's cookings tips and life hacksGoyalito /Goyalita posts of averagestudents cooking using hashtags

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SOCIAL MEDIA

Follow GOYA:

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/GoyaFoods

/GoyaFoods

/GoyaFoods

/GoyaFoods

VIDEO STORY TELLING CAMPAIGN

CREATE FUNNY/RECIPES YOUTUBE SERIES

Short videos which are about <5 minutes longwhich show day to day cooking scenariosof everyday-life of the target group in anamusing setting while using GOYA products.

1st Day of CollegeGoyalita is desperate and misses mother's cookingGoyalito wants to impress a girl by cooking, video showshow it works out

Examples:

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VIDEO STORY TELLING CAMPAIGN

EXAMPLE #1: 1ST DAY OF COLLEGE

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Scenes at Goya-Home: Goyacita and her children arearguing about which things (especially cooking supplies)

should be packed when moving to the University dorms.Goyalito and Goyalita don't want to bring any cookingsupplies, because they don't want to cook anyways. Goyalitais upset and can't understand.Goyalita is just grabbing make-up things and clothes whileGoyalito is making fun because he will find a girl who will dothe cooking.Moving scenes: The whole family brings Goyalita andGoyalito to campus, is checking the kitchen, dorms and theroom, while denigrating the dining commons.Scenes include a lot of spirited humor, loud arguments andeveryday-life conflicts between parents and their children.

VIDEO STORY TELLING CAMPAIGN

EXAMPLE #2: DESPERATE PHONE CALLS

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Scenes at Goyalita's appartment: Goyalita misses mothersgood food and is trying to cook on her own.Everything that could go wrong, went wrong. She is in a bigchaos.While calling Goyacita they are arguing about attitudes and"I told you that before"-topics.At the end Goyacita ends up giving her good advices whenit comes to cooking an easy meal.Scenes include a loud argument and funny scenes aboutGoyalita's clumsiness.

VIDEO STORY TELLING CAMPAIGN

EXAMPLE #3: GOYALITO'S TRY TO IMPRESS A GIRL

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Scene at Dining common 's: Goyalito is talking to a girl abouthealthy food and wants to impress her by saying he makesthe best Enchiladas. They want to meet the next day for andhave some Enchiladas.Goyalito is in a fix and calls his mom. She is upset but alsohappy that he figured out the importance of self-made food.So she gets on her way to her son's appartment with all hercooking supplies. When she arrives she puts Goyalito into apinafore and is madly telling him what to do.After Goyalito impresses the girl, she finds the note that says"Pilluelo, hope you get the next Enchiladas done on yourown! Enjoy and don't forget to be safe! - Mama"

Scenes include a loud and funny argument about Goyalitobeing a macho and a liar.

GUERILLA MARKETING

Posters make target group curious and leads them toinvestigate on what the hashtag means. Posters/flyers shouldbe located in many locations around campus, e.g. at the library,outside of the dining commons, or at the dorms. Groceriesstores, public areas.

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GUERILLA MARKETING

Investigation leads the curious students to thisInstagram/Facbook picture which announces a photo contest:

Need to improve your cooking

skills ? Win an exclusive

cooking session with

#Goyasita for you and your

friends and along with a

monthly supplies worth of

Goya products for your next

cooking session! All you have

to do is to post your Goyastory

- a picture with a short story

and don’t forget to include

#mygoyastory. The picture

with the most likes wins! Go

ahead and make your mother

proud!

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