SPEC WORK
Spec work created to explore how a brand could activiely participate in a cultural moment through story, partnership, and visible action.
Challenge:
In 2021, Goya Foods faced a public trust crisis following controversial remarks by its CEO, resulting in widespread backlash and boycotts within the Hispanic community. The challenge was to concept a campaign that could authentically rebuild trust with Goya’s core audience and reposition the brand as a supporter of Hispanic voices and values.
Solution:
Developed a purpose-led campaign in partnership with UnidosUS, the largest Hispanic civil rights organization, launching during Hispanic Heritage Month. The idea centered on celebrating the cultural and economic contributions of Hispanic immigrants through storytelling-led content, community initiatives, and a proceeds donation program, reframing Goya as a brand aligned with the community it serves.
Role:
Art Direction, Copywriting, Video Editing, Execution: Yovan Torres
Goya Donates Proceeds to Unidos US
UnidosUS, @weareunidos, is a powerful nonprofit organization which advocates for latinos in the area of civic engagement, civil rights and immigration. Goya is donating proceeds from the sale of our products for the whole month of September.
If you are in need of help or if you also want to donate, you can at www.unidosus.org.