Goya: Empowering a new generation of real-life chefs

GOYA, a Latin packaged foods company in the USA, launched a four-year campaign in the USA to expand its consumer base.

Campaign details

Brand: GoyaBrand owner: GoyaEntrant company: Dieste, DallasMarket: United StatesSector: Sauces, seasonings, condimentsMedia channels: Magazines, consumer, Mobile & apps, Online display, Online video, Programmatic display, Radio & audio, TelevisionBudget: 5 - 10 million

Executive summary

GOYA, the leading Latin packaged foods company in the U.S., tackled numerous obstacles on a decade long quest to expand beyond its core consumer base and establish a new generation of users. Despite a highly competitive environment, an aggressive KPI and comparatively smaller advertising budgets, we were able to steadily grow...

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