Goya, the largest marketer of Latin foods in the U.S. says yes.
We've seen plenty of mainstream products reaching out to ethnic niche targets as their population grows. But the opposite is also true. As ethnic groups have introduced new foods to the US their appeal for mainstream Americans has grown. As a result many companies are introducing products with exotic flavors, like Campbell's -- Creamy Poblano & Queso soup.
Now Goya feels we have reached the tipping point, warranting an effort aimed at the non-Hispanic Goya consumer. Interesting. (Lukovitz, 2015)
The consumer insight is: I want to be a great cook, but I still have a way to go.
And here's the commercial.
So, what do you think? Is it smart for Goya to target non-Hispanics? And what about the consumer insight? Will it connect with the target on an emotional level? Does it make you want to buy Goya?
Lukovitz, K. (2015, October 15) General-Market Goya Campaign Celebrates 'Real Life Chefs' mediapost.com. Retrieved October 22, 2015, fromhttp://www.mediapost.com/publications/article/260341/general-market-goya-campaign-celebrates-real-life.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=87082