MERCADEO Versión en español
Marina Cuesta From Dieste: In Hijo Pródigo For Goya We Found The Insight In Ourselves
Liz Unamo| 24 de mayo de 2017
Cuesta: El equipo creativo dedicó mucho tiempo para desarrollar el insight
Marina Cuesta, Associate Creative Director at Dieste, explains that the creative team of the agency dedicated a lot of time and effort to develop the insight of the commercial Hijo Pródigo they made for Goya Foods. “The team is comprised by Colombians, Puerto Ricans, Mexicans, a Dominican and even a Spanish person. The answer was inside ourselves: What should a brand tell us for us to identify with it? We decided to focus all the communication on that [the insight] and show these families that they are not alone, that everyone who has children growing in the U.S. has gone through this: seeing their children adopt American habits instead of Latin ones.” For the client, the relation between brand and agency is essential, in the end, this becomes a piece that summarizes the sense of Goya Foods. “Dieste is an agency that understands our needs perfectly well and at the same time, it knows the audience it is addressing in depth, whether it belongs to the Latin market or the general one. This allows us to be very productive in each project” says Joseph Pérez, Senior VP at Goya Foods. The spot picks up the essence of the campaign Crecer Con Más De Un Sabor, in which, through different products they try to encourage Hispanic families to keep teaching their children that life has more than one flavor. “In this campaign we are showing the reality of living in these two worlds, the situations that happen at home with Spanglish, the habits at the table and elsewhere. With this campaign we are reminding them to enjoy and savor their Latin roots” says Pérez.
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