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.
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