SPEC WORK
Challenge:
In 2021, Goya Foods faced a major public relations crisis following controversial remarks by its CEO, resulting in widespread boycotts within the Hispanic community. The task is to craft a strategic campaign that authentically re-engages this core audience, rebuilds trust, and repositions the brand as a genuine supporter of the values and voices within the Hispanic community.
Solution:
Partnered with UnidosUS, the largest Hispanic civil rights and advocacy organization, to launch a campaign during Hispanic Heritage Month. Goya Foods committed to donating a portion of proceeds from the month to UnidosUS, while spotlighting the significant contributions of Hispanic immigrants to the United States through inspiring storytelling and community-focused initiatives.
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.