Goya, a large food company that has been around since 1936, is one of few American companies that sells exclusively Latin American and Caribbean foods. The Brand is well known and found in almost every supermarket, but we thought that the packaging was dated, the target audience needed re-defining, and the brand needed a re-fresh. We took on this project just in time for their 80th anniversary and used that as a springboard for creating a brand that was energetic and centered around community, family, and food.
Mind-mapping.
Goya's main consumers are currently caucasian-Americans. We wanted to expand that to include immigrants and people of Latino and Hispanic heritage, who would have a strong emotional connection to the types of food that Goya makes.
Quotes from a survey conducted amongst the International students at CCAD. Most knew of Goya and could recognise the brand instantly, but there was no emotional attachment or motive to buy.
Brand Manifesto
Comidas para Todos el Mundo - Main Campaign Event
During Latin American Heritage month, we set aside two days just to celebrate Latin American culture. With food, music, live performances, and a giant potluck, everyone is welcome. The event would last two days - Saturday and Sunday - and people would be able to bring food for their own
picnic or sample prepared meals from Goya’s food truck/stalls. Local Latino and Hispanic food vendors could also choose to participate and book stalls. There would also be some Goya products for sale, and recipes on display. The event would celebrate Goya’s 80th anniversary by celebrating the Latin American community.
(Inspiration for the event was taken from various Latin American and Hispanic parades, and the Dominican independence festival; Creole in the Park)
Event posters
The essense of these community workshops would be to connect people who are interested in Latin American Culture, or who would like to find a place in the Latin American community in their area. The workshops would take place nation-wide and would occur once a week.
A few 80th anniversary promotional materials that would be available at the main event, or through online purchase.
The mobile app would be a marriage of a meal planning app, event planner, and calendar. Several of Goya’s recipes would be featured on the main screen and users could navigate through them, like, save them for later, or comment. Users could build a community with others based on their food preferences and share recipes with one another.
The calendar option would allow users to input their own events and show various Goya events as well, such as cooking workshops and dance classes. This page would be highly interactive where the user could scroll through their events and tap to see dates and details, choose to delete an event if they are uninterested, and see different events based on location or date.
There would also be an option to create your own events. The user could choose who to invite, set up a time, date, and location. They can write their own description, and even create a list of foods and items that would need to be catered for. The invitees could see this list and choose which dishes or items would be best suited for them. It would be very simple to RSVP through this plat form as well.
There would also be an option to create your own events. The user could choose who to invite, set up a time, date, and location. They can write their own description, and even create a list of foods and items that would need to be catered for. The invitees could see this list and choose which dishes or items would be best suited for them. It would be very simple to RSVP through this plat form as well.
Latin American consumers are predicted to have an increased reliance on social media , yet Goya did not have a strong social media presence. The company said that they were staying away from advertising on social media, but we thouhgt that this wasn't a wise choice.We thought that platforms such as Instagram would be effective in reaching the target audience.
The main Goya page would feature quick and easy recipes and also increase traffic to the official site by including links to more recipes. The goal of having a social media presence would be to create a community where the consumers trust and interact with the brand.
The main Goya page would feature quick and easy recipes and also increase traffic to the official site by including links to more recipes. The goal of having a social media presence would be to create a community where the consumers trust and interact with the brand.
Users would upload a picture of one of their Goya meals (made from one of the recipes on Goya’s site) and tag it with the hashtag #MyGoyaMeal.
The user with the most likes at the end of the moth would win a gift basket, and their recipe would be featured on the main website.
The user with the most likes at the end of the moth would win a gift basket, and their recipe would be featured on the main website.
