'Daybreak' Ads Dawn For Goya

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.


AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in