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'Daybreak' Ads Dawn For Goya

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Lopez Negrete Communications in Houston next month is launching a Hispanic-targeted campaign for Goya Foods' canned beans in Chicago, Texas and California.
Heading the work is a 30-second Spanish-language television commercial that traces the product back to the harvest of bean fields in Cuernavaca, Mexico. The spot is called "Amanecer" ("Daybreak").
Billings were undisclosed. LNC handles about $2 million worth of Goya's total marketing budget in the Western U.S. The agency has been on Goya's roster since 1996.
Agency president Alex Lopez Negrete said the new commercial, plus companion radio and print work, is aimed at Latinos of Mexican descent who normally purchase beans in dry bulk portions. "It is critical to convey to this audience the quality and freshness of canned beans," said Negrete. "The main objective here is to take people away from taking a big scoop [of dry beans] home from the grocer," he said.
The television commercial begins with a morning scene of workers tending a bean field, accompanied by voiceover narration on the quality of the client's food products. Translated, the spot's narrator states, "With the sun's warmth, the Goya beans reach their excellence, taken care of by expert hands that know how to appreciate nature's goodness."
The spot begins airing in May on Spanish-language Univision and Telemundo affiliate stations in Texas, California and Chicago markets. Print and radio advertising breaks simultaneously.
Goya, based in Secaucus, N.J., markets more than 850 lines of ethnic foods, from beans and olive oils to seasonings and soups. Until hiring LNC, the company traditionally marketed itself in the Eastern U.S.
Avrett, Free & Ginsberg in New York is the client's lead agency, but the 62-year-old Goya has handled most of its advertising internally in years past. The company reports $600 million in annual sales.