The Challenge

Since 1998, the largest Hispanic-owned food company in the United States has trusted Flightpath to refresh its bilingual online presence and internet strategy. To defend Goya Food's market share from aggressive industry competition, Flightpath must continuously leverage the company's enduring brand attributes and develop vibrant new marketing approaches that connect with a wide consumer demographic.

The Solution

Flightpath works to ensure that Goya's branding and new product offerings are well represented online. In addition to constantly reevaluating web site content and functionality, our promotional marketing specialists have successfully launched new products with promotions and sweepstakes - for instance, Goya's Destination: Latin America trivia game and the Best of the Americas Cookbook, giveaway. A quarterly e-newsletter (News from La Cocina Goya) provides updates and cooking tips to tens of thousands of opted-in consumers, with hundreds of Latino recipes available from an extensive and searchable database. Combined, these efforts successfully introduce new products, encourage sampling, generate web site traffic, and build a strong connection between the brand and its target consumers.

The Result

Close to a decade of productive online marketing that has strengthened customer relations and promoted and distinguished the brand while maintaining Goya's position as the premier source for authentic Latino cuisine.