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Goya

Goya Foods Uses Portfolio of 3M Graphics to
Target & Entice

Latino foods giant Goya Foods‚ Inc.‚ has nurtured its reputation as a producer of high-quality grocery products for 70+ years. Today‚ the company offers more than 1‚500 products from Mexico‚ the Caribbean and Central and South America.

Bold Approach for Bold Flavors
To solidify Goya as the brand of choice for Latino foods‚ the company spiced up its fleet by upgrading from truck decals to bold‚ full-coverage vehicle wraps with reflective rears doors – a brilliant way to build awareness for the Goya brand‚ 24-7.

Goya also designed changeable promotional panels for the sides of its trucks and trailers.

Keeping it Fresh & Targeted
The changeable panels‚ made from 3M™ Scotchcal™ Graphic Film IJ36‚ cover as much as two-thirds of the truck surfaces and give Goya a whole new menu of marketing opportunities – from promotional flexibility to cost-effective advertising and vibrant depictions of sub-brands.

The panels also offer Goya the freedom to cater to regional tastes‚ such as promoting Mexican foods in Texas‚ where they’re most popular‚ and focusing on other Latino foods elsewhere in the U.S.

Graphics That Enhance Marketing

Goya Foods uses a portfolio of 3M products for marketing:

  • Full-coverage wraps: 3M™ Controltac™ Graphic Film IJ180 features the Goya brand mark and tagline and offers consistency for the long haul.
  • Changeable side panels: 3M™ Scotchcal™ Graphic Film IJ36 features promotional products for fresh‚ targeted campaigns.
  • Reflective rear: 3M™ Scotchlite™ Reflective Graphic Film IJ680CR delivers enhanced visibility and safety.

Graphics That Enhance Appetites
In addition to changeability of promotional panels‚ features critical to Goya’s choice of graphic materials were sharpness and durability.

Goya selected 3M™ Controltac™ Graphic Film IJ180 for the full-coverage wrap to portray the Goya umbrella brand with consistency.

Goya also used 3M™ Scotchlite™ Reflective Graphic Film IJ680CR for the rear doors to benefit from bright‚ sharp‚ nighttime and daytime visibility for enhanced advertising effectiveness and safety‚ 24/7.

Unbeatable Value
Whether or not you change your fleet graphics‚ you can be confident that you have one of the most cost-effective and influential advertising media to grow your business.

From Overhead Costs to Vibrant Marketing Assets
To date‚ Goya has wrapped 155 trucks and trailers with bold new graphic designs. New units are being added as leases expire.

"Our [graphics] strategy lets us communicate in a quick‚ visual way and display the breadth of our sub-brands‚" says Joseph Perez‚ senior vice-president‚ Goya Foods‚ Inc. "The bold colors and images are also generating greater awareness and helping keep Goya at top of mind."

With 3M‚ you have the freedom to combine graphic installations for long-term campaigns‚ short-term promotions and even nighttime visibility.

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