• by Karlene Lukovitz  @KLmarketdaily, October 15, 2015

Goya, the largest marketer of Latin foods in the U.S., has launched a humorous general market campaign designed to convey that its products' quality can be depended on by everyday cooks who aspire to greatness but make their share of mistakes.

The "Real Life Chefs" campaign, from the Dallas-based Dieste agency, includes four ads to be aired on cable and regional network television in New York, Philadelphia, Boston and Washington, D.C., and one created specifically for use in social media.  

The videos celebrate the efforts of amateur chefs across a range of cultural backgrounds and lifestyles, with music tracks reflecting their lifestyles and paces.  

For instance, one gives them credit for being "practitioners of the accidentally Cajun" (as burnt toast is shown) and "pioneers of the six-second rule" (a woman rescuing a piece of broccoli from the floor), as well as for not being rigid about using a teaspoon's — versus a tablespoon's — worth of an ingredient (shown above).

The spot concludes: "Goya — maker of the perfect ingredients for real-life chefs."

Three of the ads for TV are already being aired (and will also be promoted on the brand's social channels, including YouTube and Facebook). The last will begin airing on TV before the end of the year, reports Giovanni Villamar, group account director for Dieste, which became  Goya's creative and media planning agency in mid-2013. 

The video created for social media was featured first on iHeart Radio properties.

After creating a Hispanic campaign for Goya's low-sodium bean products, Dieste worked with Goya on analysis and research to better understand the non-Hispanic Goya consumer, Villamar tells Marketing Daily.

An insight that is key in inspiring the new campaign's creative approach was that consumers give Goya high marks for the consistently high quality and dependability of its products, he says.

The campaign also includes paid digital advertising. Additional media, including print, are being considered, according to Villamar.  Goya's advertising spending has been "consistent" over the years, he reports.