Goya Going Beyond Latino Audience
Goya Foods is looking to move beyond the Latino consumers who have been enjoying the company’s products for 75 years. The company is launching a new ad campaign, using mobile technology for the first time, has conducted outreach to food bloggers asking for for reviews, and is transforming its messaging for a broader target.
“We realized that we were talking to general market consumer like they were Latinos,” Alain Groenendaal, CEO of Wing, told the New
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