CASE STUDY

So Delicious
You Can Share It

B2C, FOOD

Digital Strategy

Digital Marketing

UX/Web Design

Paid & Social Media

Email

goya tacos

The
Opportunity

Goya is the largest Hispanic-owned food company in the United States, and continually pushes to share more product options and flavorful creations with a broader audience.

A 20-year partnership gives Flightpath the insight and perspective to guide their current communications and future growth. Across their digital presence, all platforms work together to achieve measurable goals:

Activate product trial & purchase continuity

Increase brand visibility

The
Solve

Goya merits a digital movement big enough and creative enough to encompass an entire legacy of food, family and culture. Our solution is a cross-platform presence just as diverse as the brand itself.

This ongoing work involves a dynamic, multi-faceted digital ecosystem that tells the Goya story in a fashion that’s rich, fun, informative and engaging.

Website

Social Media

SEO/SEM

Email

Ecommerce

goya products

How and Why

The culture of food and family is meant to be shared, and Goya’s rich heritage brings true emotional currency that connects with customers through culinary traditions and delicious flavors.

The award-winning, mobile-first, bi-lingual website we created houses a comprehensive recipe catalog to encourage new product trials, social sharing and repeat visitation. In addition to the consumer-facing site, our companion Goya Trade site, serves as a vendor resource with robust product information for B2B partners.

Social content and community engagement is key. Instagram, Facebook, YouTube, Twitter and Pinterest all serve as important platforms to swap recipes, videos, stories, news and announcements – supported by targeted paid media to maximize reach. These also serve as crucial customer service channels.

Strategic email communication gives Goya the ability to reach customers right in their inbox with promotions, product usage ideas, coupons and more.

goya collage

Results

+270%

Overall
Website Traffic

+345%

Organic Traffic
Increased

+120%

Facebook/
Instagram Reach

+132%

Social
Conversions