Celebrating at the Hatch Chili Fest with Goya

Sep 27, 2022

When our long-time client, Goya, contacted us and asked for help with the Ralphs Hatch Chili Fest in Southern California, let’s just say that we were beyond excited and more than ready to hit the ground running with the planning and execution of this fun-filled campaign. 

We executed successful brand activations for Goya at 21 events between August and September, in 20 different cities in Southern California. We engaged consumers from San Diego county, LA county, Orange County, San Bernadino, and Riverside counties. At each event, our Brand Ambassador teams were ready with a branded booth, wearing Goya uniforms to represent the brand, and equipped with product information. 

For those of you who have never had the opportunity to attend a live Hatch Chili roasting, it’s a one-of-a-kind experience. What makes this type of event work is that it’s all about the consumer experience and building connections from the excitement of that experience. As consumers approach the event, which takes place outside of Ralph’s stores, the smell of Hatch Chili fills the air (and makes your mouth water). The consumer has the opportunity to sample the hatch chilis and other products from different brands that are at the event. This is where our Brand Ambassadors come in as they are able to engage the consumer and start a conversation in order to build a memorable connection while handing the consumer a sample of delicious Goya coconut water. The consumer then has the opportunity to ask questions and provide feedback on the product. The result is a low-pressure and fun experience for the consumer who is then able to enter the grocery store and purchase the items that they just sampled.

While this was not the first Brand Activation campaign that we were able to execute for Goya (and we doubt it will be our last) our team had a blast bringing smiles to each consumer that stopped at our booth.

This article was written by Angelica De La Rocha