Sharing Culture 
via Digital 
channels

Kindling a global food passion from
desktop to tabletop

The Opportunity

Goya, the largest Hispanic-owned food company in the United States, sought new ways to drive volume and increase share gains. A 10-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 two specific and measurable goals:

  • - Generate greater purchase continuity
  • - Increase brand visibility online

The Solve

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 campaign just as diverse as the brand itself.

The end result is a dynamic, multi-faceted initiative that tells the Goya story the digital way:

  • - Rich media
  • - Facebook, Twitter & Pinterest
  • - Mobile optimization
  • - Promotions
  • - Contests & sweepstakes
  • - Email campaigns

Services Used

Website

Mobile site

Social media

Blogger outreach

Promotional microsites

SEM

SEO

Email

Online video

Ecoupons

Online ads

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 repeat 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.

A mobile site packages useful information-recipes, product details, and interactive shopping lists for busy, on-the-go users. Promotions, coupons, and contests offer enticing rewards and drive traffic to all digital hubs.