Challenge
Goya, a well-established brand in the food industry, found itself facing a formidable challenge. Controversies and boycotts had tarnished its reputation, eroding trust among Hispanic consumers. Goya needed to reimagine its image and rebuild trust while shifting the focus to the exceptional quality and authentic taste of its products.
Objective
Our goal was to orchestrate a comprehensive repositioning strategy that would lift Goya from the shadow of controversy and emphasize the unmatched quality of its products. The primary aim was to regain consumer trust, reignite brand loyalty, and rejuvenate the perception of key products like beans, adobo, maria cookies, and empanadas drought.
Approach
Brand Audit and Analysis: We initiate the process by conducting a thorough brand audit, dissecting Goya's history, controversies, and existing brand and product perceptions. This analysis provided insights into the brand's strengths and weaknesses, serving as a foundation for the transformation. Data Analysis: We embarked on the process by meticulously analyzing secondary data from sources like Resonate, Nilsen, MRI Simmons. This analytical endeavor allowed us to extract valuable insights and glean a comprehensive understanding of consumer behavior, beliefs, and motivations. Quality as a focal point: We recognized that the inherent strength of Goya's products lay in their superior quality. We developed a strategy that centered on this core attribute, aiming to shift the narrative from emotional cultural Hispanic bonding that has a context of controversies to product excellence. Messaging and Communication: Crafting compelling messaging was pivotal to this transformation. We developed narratives that highlighted the craftsmanship, authenticity, and dedication that went into producing Goya's products. 360-Degree Campaign: The strategy was executed through a 360-degree campaign that encompassed packaging redesign, advertisement, social media, engagement, influencer collaborations, and retail events.
Results
Trust Regained: Goya successfully rebuilt trust among consumers by focusing on the quality of its products and distancing itself from past controversies.
Quality Perception: The repositioning campaign significantly enhanced the perception of products like beans, adobo, Maria cookies, and empanadas dough.
Brand Loyalty: The transformation generated renewed brand loyalty as consumers resonated with the commitment to quality and the brand's dedication to improving their culinary experience.
Market Expansion: Goya's. refreshed image allowed it to tap into new consumer segments, broadening its market reach and reinvigorating sales.
Conclusion
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Learnings
Goya's journey from a questioned and boycotted brand to a celebrated symbol of quality exemplifies the power of strategic repositioning. By highlighting product excellence and distancing itself from the company's past controversies, Goya managed to regain consumer trust, revitalize perception, and ignite brand loyalty. This case study underscores the crucial role of a strategy in transforming a brand's narrative and reinvigorating its market presence.