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, from
http://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
