Goya, the largest Hispanic-owned food company in the United States, sought new ways to drive volume and increase share gains. A 15-year partnership gave Flightpath the insight and
perspective to help them continue their evolution.
We responded with a plan to leverage the brand's existing digital presence to lead the effort and achieve specific and measurable goals:
Activate product trial & purchase continuity
Increase brand visibility
Goya needed a digital movement big enough and creative enough to encompass an entire legacy of food, family and culture. We challenged ourselves to develop and deploy a
cross-functional and cross-platform presence just as diverse as the brand itself.
The end result is a dynamic, multi-faceted initiative that tells the Goya story in a fashion that's rich, fun, informative and engaging.
How and Why
The culture of food and family is meant to be shared. When we dove deep into the Goya heritage, we found true emotional currency not just in the rich culinary traditions but also in the desire to share these traditions with the world.
We built a comprehensive online recipe catalog to drive social sharing, repeat website visits and encourage product sampling. Images of delicious delicacies cater to digital appetites, and quick 'n easy recipes help household chefs find tonight's mealtime inspiration. In addition to the consumer-facing site, we developed the Goya Trade site, a vendor resource that provides robust product information for B2B partners.
The Goya experience packages useful information – recipes, product details, and interactive shopping lists for busy, on-the-go users. Vibrant social platforms, promotions, coupons, and contests offer enticing rewards and drive traffic to all digital hubs.