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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
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