PRODIGAL SON

INSIGHT

Even as the number of Latino children living in the U.S. increases to be 1 of every 4, their families strive to have them grow up with two cultures. Parents make a big effort to not just teach them the Spanish language, but the Latino values and experiences as well.

IDEA

Goya is a food brand expert in all Latin flavors, and thanks to the great variety of their ingredients, Latin families can cook and explore countless recipes. Because of it, their children can grow up with more than one flavor. We also remind families about the importance of reclaiming Latino values and cooking recipes with flavors that form part of their heritage so they can enjoy them with the whole family.

IMPACT

Since the campaign was recently launched, it has not acquired any quantitative results across the market, but it has been very well received by several media platforms and it was even featured inAd Age Creativity’s TOP5 for more than two weeks.