Latin food is not as different (in ingredients) from American food. The problem is that Goya products are mostly only consumed by people from Hispanic heritage backgrounds. Our solution was to encourage the American market to try goya products as a way to have variety in their meals. The strategy is to portray Goya products as the tastier option to have in your regular meals.
Art direction: Jesenia Duque and myself.
Copywriting: Vlad Herescu