Campaign: Goya Gives
Company: Goya Foods
Nonprofit Partner: United Way
Launch Date: March, 2011
In honor of its 75th Anniversary, Goya Foods launched Goya Gives in partnership with United Way in March of 2011 to “build on the Hispanic tradition of warmly welcoming friends and neighbors to share in family meals”. An initial donation of one million pounds of healthy Goya products to food pantries in 11 communities has been followed by an announcement of a multi-city concert tour featuring Marc Anthony, Ana Gabriel and Marco Antonio Solis. An additional 75,000 pounds of food will be donated to local charities selected by the performing artists. Consumers are encouraged to get involved via social media, sharing recipes or donating directly to United Way.
The trend of celebrating a milestone anniversary with a cause marketing tie-in is one we’re seeing more and more – we love it! As the largest Hispanic-owned company in the US, the hispanic-focus is an obvious and fitting choice for Goya, as is their choice of hunger as a cause. Although there are some small actions consumers can take to get involved on the campaign microsite, the lack of personal stories and absence of a truly compelling reason to get involved leaves this campaign feeling a little flat and once-removed.