PRODIGAL SON

INSIGHT

Even as the number of Latino children living in the U.S. increases to 1 out of every 4, their families strive to help them grow up with two cultures. Parents make determined efforts to not just teach them Spanish, but to instill Latino values and experiences as well.

IDEA

Goya is a food brand expert in all Latin flavors, and thanks to their great variety of ingredients, U.S. Latino families can cook and explore countless recipes. Because of it, their children can grow up with more than one flavor. The concept also reminds families about the importance of reclaiming Latino values, and cooking recipes with flavors that form part of their heritage to be enjoyed with the whole family.

IMPACT

The campaign launched in mid 2017. Therefore, qualitative results across markets are pending. To date, it has been well received by several media outlets and was even featured on Ad Age’s Creativity Online Top 5 ads for more than two weeks. Additionally, Univision used the ad to exemplify ‘best practices’ in multicultural advertising, and consumers have provided positive feedback via social channels and Goya’s consumer affairs team. Most recently, the campaign won accolades at the 2017 U.S. Hispanic Ideas Awards show – three golds and one silver.