Goya Foods and the Hispanic Star are Celebrating Exceptional Women
Laura McQuarrie — March 15, 2021 — Marketing
References: goya & prnewswire
Throughout Women's History Month, Goya Foods—the largest Hispanic-owned food company—and the Hispanic Star are teaming up to celebrate the Hispanic community and its 85th anniversary with a Latina campaign. The empowering campaign highlights exceptional women and aims to "correct stereotypes and misrepresentation of Latinas." By spotlighting Latinas who are leading the way across a wide range of fields, the partners hope to inspire Hispanic women to tap into their own superpowers.
As part of the campaign, some of the featured women are Maria Winans, CMO for IBM Americas and veteran astronaut Dr. Ellen Ochoa and the Johnson Space Center's first Hispanic director. Claudia Romo Edelman, creator of the Hispanic Star, says, "Our Latina Superpower campaign does more than advocate for equality. It shines a spotlight on the amazing contribution of Latinas to the progress of our country."
Image Credit: Ryan Burke, Intersection
As part of the campaign, some of the featured women are Maria Winans, CMO for IBM Americas and veteran astronaut Dr. Ellen Ochoa and the Johnson Space Center's first Hispanic director. Claudia Romo Edelman, creator of the Hispanic Star, says, "Our Latina Superpower campaign does more than advocate for equality. It shines a spotlight on the amazing contribution of Latinas to the progress of our country."
Image Credit: Ryan Burke, Intersection
Trend Themes
1. Latina Empowerment - There is an opportunity for companies in all industries to create campaigns that empower and celebrate Latinas, correcting stereotypes and inspiring women to tap into their potential superpowers.
2. Diversity and Inclusion - Creating campaigns that celebrate and empower underrepresented groups, such as the Hispanic community, can promote diversity and inclusion in the workplace and beyond.
3. Superhero Narratives - Using superhero narratives and language can be a powerful way to inspire and empower women, especially those who have not traditionally been represented in heroic roles.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can create campaigns that celebrate and empower Latinas, while also highlighting the diversity of their products and services.
2. Technology - By highlighting the accomplishments of Latina leaders in the tech industry, companies can promote diversity and innovation in this growing field.
3. Space and Aerospace - The space and aerospace industries can showcase the accomplishments of Hispanic leaders, such as Dr. Ellen Ochoa, to promote diversity and inspire future generations of engineers and scientists.
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