Rebranding: Goya Foods

In my advertising layout class we we're asked to completely rebrand a company. In this presentation, the logo, slogan and packaging were all resigned.

1. Rebranding GOYA
Carolin Frenken & Nancy Gonzalez

2. ABOUT GOYA
Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company and the
premier source for authentic Latin cuisine. Goya provides consumers with over 2,200 high-quality
and affordable food products from the Caribbean, Mexico, Spain, Central and South America.
The history and story of Goya is as much about the importance of family and values as it is about
achieving the American dream and helping to cultivate the Latin culture in the United States. In
1936, Don Prudencio Unanue and his wife Carolina, immigrants who first migrated to Puerto Rico
from Spain, started Goya in a small storefront on Duane Street in Lower Manhattan. It has now
become America’s largest Hispanic-owned food company.
If it's Goya... it has to be good !

3. Current Logo, Slogan & Packaging:
If it's Goya... it has to be good !
Rectangle shape gives the
impression of dull and feeling
trapped
- Packaging can be overwhelming
- Multiple colors
- Blends in with other brands
Goya, making you feel right at home!

4. MARKET SECTOR MAP
Hispanic
families
Younger
audience, 1st
Generation
students,
multicultural
families
Family
oriented
Goya, making you feel right at home!
GOYA Rebranded GOYA
Shared

5. TARGET AUDIENCE
18 - 25 YEARS OLD
COOKING BEGINNERSStudents
1st GENERATION
Family oriented
(Especially Cooking )
(Moving away)
Forgot about their
cultural background/
roots
50%50%
Goya, making you feel right at home!

6. OBJECTIVES
BRAND AWARENESS
BRAND PREFERENCE
I know Goya. I'm
buying
Goya!
INCREASE
Goya, making you feel right at home!

7. CREATION & TONE
hispanic values
family-rooted
funny
modern hispanic attitudes
bring back hispanic cooking culture
modern, simple layout
Goya, making you feel right at home!

8. Redesigned Logo, Slogan & Packaging:
Goya, making you feel right at home!
- Circle gives the feeling of
movement and joy
- Stayed with shades of blue & yellow
- New font which is inviting
- Arrow inside the O, which
symbolizes family recipes and
traditions that get passed down from
generation to generation.
- Reinforce that Goya promotes
family oriented and home cooked
meals. - Modern packaging
- Simple which stand out, not
overwhelming
Goya, making you feel right at home!

9. GOYA CAMPAIGN
Establish characters,
which act as a
connection between
GOYA and its
consumers,
giving the opportunity
for the consumers to
relate to their own
culture and experiences.
Goya, making you feel right at home!

10. MAIN CHARACTER
GOYASITA
Mother with traditional
values, who is trying to teach
her children how to cook.
She has the best tips for
cooking but has given up
and loses patience with her
children's unwillingness to
learn.
Goya, making you feel right at home!

11. EQUIVALENT TO TARGET GROUP
GOYALITA
She is more interested
in social life than in cooking
and doesn't want to be a
traditional housewife, rather
being independent.
He is more interested in his
image, and caught up
chasing girls. No point in
learning how to cook
because he plans on
marrying a housewife.
GOYALITO
Goya, making you feel right at home!

12. SOCIAL MEDIA
BE UP TO DATE ON:
CREATE DAILY CONTENT that is a
beneficial to consumers. Tell stories, share
experience, and give tips. Include high
quality posts and hashtags such
as #goyastories to promote Goya and their
use of products. Examples:
Recipes for beginners
Goyasita's cookings tips and life hacks
Goyalito /Goyalita posts of average
students cooking using hashtags
Goya, making you feel right at home!

13. SOCIAL MEDIA
Follow GOYA:
Goya, making you feel right at home!
/GoyaFoods
/GoyaFoods
/GoyaFoods
/GoyaFoods

14. VIDEO STORY TELLING CAMPAIGN
CREATE FUNNY/RECIPES YOUTUBE SERIES
Short videos which are about <5 minutes long
which show day to day cooking scenarios
of everyday-life of the target group in an
amusing setting while using GOYA products.
1st Day of College
Goyalita is desperate and misses mother's cooking
Goyalito wants to impress a girl by cooking, video shows
how it works out
Examples:
Goya, making you feel right at home!

15. VIDEO STORY TELLING CAMPAIGN
EXAMPLE #1: 1ST DAY OF COLLEGE
Goya, making you feel right at home!
Scenes at Goya-Home: Goyacita and her children are
arguing about which things (especially cooking supplies)
should be packed when moving to the University dorms.
Goyalito and Goyalita don't want to bring any cooking
supplies, because they don't want to cook anyways. Goyalita
is upset and can't understand.
Goyalita is just grabbing make-up things and clothes while
Goyalito is making fun because he will find a girl who will do
the cooking.
Moving scenes: The whole family brings Goyalita and
Goyalito to campus, is checking the kitchen, dorms and the
room, while denigrating the dining commons.
Scenes include a lot of spirited humor, loud arguments and
everyday-life conflicts between parents and their children.

16. VIDEO STORY TELLING CAMPAIGN
EXAMPLE #2: DESPERATE PHONE CALLS
Goya, making you feel right at home!
Scenes at Goyalita's appartment: Goyalita misses mothers
good food and is trying to cook on her own.
Everything that could go wrong, went wrong. She is in a big
chaos.
While calling Goyacita they are arguing about attitudes and
"I told you that before"-topics.
At the end Goyacita ends up giving her good advices when
it comes to cooking an easy meal.
Scenes include a loud argument and funny scenes about
Goyalita's clumsiness.

17. VIDEO STORY TELLING CAMPAIGN
EXAMPLE #3: GOYALITO'S TRY TO IMPRESS A GIRL
Goya, making you feel right at home!
Scene at Dining common 's: Goyalito is talking to a girl about
healthy food and wants to impress her by saying he makes
the best Enchiladas. They want to meet the next day for and
have some Enchiladas.
Goyalito is in a fix and calls his mom. She is upset but also
happy that he figured out the importance of self-made food.
So she gets on her way to her son's appartment with all her
cooking supplies. When she arrives she puts Goyalito into a
pinafore and is madly telling him what to do.
After Goyalito impresses the girl, she finds the note that says
"Pilluelo, hope you get the next Enchiladas done on your
own! Enjoy and don't forget to be safe! - Mama"
Scenes include a loud and funny argument about Goyalito
being a macho and a liar.

18. GUERILLA MARKETING
Posters make target group curious and leads them to
investigate on what the hashtag means. Posters/flyers should
be located in many locations around campus, e.g. at the library,
outside of the dining commons, or at the dorms. Groceries
stores, public areas.
Goya, making you feel right at home!

19. GUERILLA MARKETING
Investigation leads the curious students to this
Instagram/Facbook picture which announces a photo contest:
Need to improve your cooking
skills ? Win an exclusive
cooking session with
#Goyasita for you and your
friends and along with a
monthly supplies worth of
Goya products for your next
cooking session! All you have
to do is to post your Goyastory
- a picture with a short story
and don’t forget to include
#mygoyastory. The picture
with the most likes wins! Go
ahead and make your mother
proud!
Goya, making you feel right at home!