Goya Foods has hired The Link Agency as part of an effort to broaden its appeal to non-Hispanic consumers.
The small Providence, R.I., shop is charged with creating advertising and promotions that target non-Hispanics in sel ect Northeast markets, as well as Houston, Chicago and Los Angeles. Those efforts, supporting the company's four major product lines, will "supplement" work from Goya's lead general-market agency, Avrett Free Ginsberg, New York, according to Link representative Joanne Sourial.
Goya's Hispanic agency is Lopez Negrete Communications in Houston.
The Secaucus, N.J.-based client is looking for "more general-market penetration" among both the grocery trade and consumers, said Sourial. Print and outdoor work is scheduled to break in November.
The budget for Link's work was not disclosed; Goya spends about $10 million annually on advertising, according to CMR.
Link's assignment is new and was awarded without a review after six months of solicitations and two separate presentations to the client, said Sourial. The national brand rep resents a potential creative showcase for the small shop.
Link's hiring makes sense for Goya, said Alex Lopez Negrete, president and CEO of Lopez Negrete Communications. "More non-Hispanics are buying beans and salsa and seasoning than ever, and Goya will go from being a curiosity in the pantry of the general market to a staple," he said.
The shop broke new Goya TV last week. In one spot, a student fantasizes he is a master skateboarder who can turn a fruit stand into shelves of Goya beverages.