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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.
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