I often hear that Hispanics hang on to our cuisine to preserve cultural identity, which may explain the abundance of heritage and nostalgia-focused advertising
campaigns we see.
Yet a much simpler attribute, like "taste", may work much better. Take Goya Foods' case, for instance.
The company does not flood high-rating Miami TV with ads, and yet it pulls Cuban-Americans to their products like a magnet, attracting even the newly arrived Cubans who are not familiar with the brand, but whose friends and relatives quickly advise them to use Goya for best results. And Goya can focus more on good placement, sound pricing and of course, great taste, since nutrition issues are less focal where rice and beans are concerned.
But back to marketing: I seldom identify with Hispanic nostalgia ads. And it's likely I'm not alone.
I agree that often there is tradition and identity involved in how and what we cook, but core motives vary so much by nationality and level of acculturation that heritage messages may not be inclusive enough. What does not vary is our desire to create dishes that taste true, and I would vouch for ads that highlight how a brand does a better job of it, or even how it is especially targeted to a specific nationality or region.
Yet a much simpler attribute, like "taste", may work much better. Take Goya Foods' case, for instance.
The company does not flood high-rating Miami TV with ads, and yet it pulls Cuban-Americans to their products like a magnet, attracting even the newly arrived Cubans who are not familiar with the brand, but whose friends and relatives quickly advise them to use Goya for best results. And Goya can focus more on good placement, sound pricing and of course, great taste, since nutrition issues are less focal where rice and beans are concerned.
But back to marketing: I seldom identify with Hispanic nostalgia ads. And it's likely I'm not alone.
I agree that often there is tradition and identity involved in how and what we cook, but core motives vary so much by nationality and level of acculturation that heritage messages may not be inclusive enough. What does not vary is our desire to create dishes that taste true, and I would vouch for ads that highlight how a brand does a better job of it, or even how it is especially targeted to a specific nationality or region.
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