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Goya Broadens Mainstream Appeal

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NEW YORK While the so-called U.S. "mainstream" marketing communications world is looking for ways to target Hispanics, Goya Foods is, in turn, trying to broaden its appeal beyond the Latino market.

On Tuesday, Goya launched a campaign via WPP Group's Winglatino (a division of Grey Global Group) that seeks to make Latino cuisine a part of any foodie's repertoire and is designed to appeal to what the agency calls the "ethnic neutral" market.

The first TV spot shows various scenes of people using Goya ingredients while cooking at home. Running on national and local cable TV in both general and Hispanic markets and online, the client is reintroducing the line, "If it's Goya, it has to be good," as the main tag. The online component will feature recipes and cooking tips using the client's various beans and seasonings.

"These consumers are all about cooking at home and trying new flavors," said Jackie Bird, president and CEO of Winglatino in New York. "Clearly there's an opportunity for this brand. It's very well recognized across demographics. The main driver of the campaign is recognizing how ethnic foods are becoming more popular in the mainstream market."

Bird said the campaign would run through December in 11 select U.S. markets—more than double its previous runs.

"This is the broadest effort Goya has ever made to the mainstream market. In the past they used to have separate campaigns," she said. "One for Hispanic, one for general."

The current effort combines both groups of consumers.

While Bird would not comment on the media spend, she said it would be about three times what Goya has spent in the past.

According to TNS Media Intelligence, Goya, the largest Hispanic-owned food company in the U.S., spent about $10 million in domestic measured media in 2006. That figure includes the Hispanic and non-Hispanic markets.

The 71-year-old company was established in New York and offers more than 1,200 products.