Goya Foods kicked off a coconut water campaign Aug. 10 with an invitation-only influencer event in Round Top, Texas, the first step in a program that moves to supermarket activations with several major chains.
The “Casa Coco: House of Hydration” campaign’s private launch at the Frenchie Hotel gathered content creators for pickleball, poolside programming and product tastings.
“This private launch will introduce the campaign through content creators and influencers before Casa Coco expands to public events and supermarket activations,” said Miguel Fernández, trade marketing manager at Goya, prior to the event.
Retail partners
“We are also bringing the Goya Casa Coco program to our strategic retail partners, including H-E-B, Walmart, Fiesta and others, to continue supporting the coconut water category and creating meaningful connections with shoppers,” said Juan Cáceres, sales manager at Goya Foods.
“Through these partnerships, we can bring the experience closer to consumers while offering them a high-quality, refreshing product at a great value,” he added.
The campaign also will extend to public events, in-store activations, recipes, giveaways and digital content. Kroger also was mentioned as a retailer where shoppers will be able to purchase Goya coconut waters.
A general market play
The effort is aimed to grow recognition and sales beyond Goya’s core Hispanic shopper base.
“Goya remains committed to expanding our presence in the general market while strengthening our connection with consumers across the South Central region,” said Evelio Fernández, VP of Goya Foods of Texas. “Goya Coconut Water is a top-quality product designed to meet consumers’ growing demand for refreshing hydration.”
The positioning ties coconut water to fitness recovery, sports and outdoor activity rather than to Latin American cooking, where much of Goya’s assortment sits. Goya Coconut Water is made with young coconuts and is fat-free, gluten-free and made without artificial colors.
Founded in 1936 and headquartered in Jersey City, New Jersey, Goya is the largest Hispanic-owned food company in the U.S., distributing more than 2,500 products. The company marked its 90th anniversary this year.