Goya Foods Launches Promotional Sponsorship of “Bella”
- Winner of “Peoples Choice Award” at 2006 Toronto International Film Festival
- Latin American Food Leader To Take an Active Role in Promotions Campaign
Goya Foods today announced that it will launch a multi-dimensional promotional campaign for the highly-acclaimed film “Bella”, winner of the 2007 Toronto International Film Festival’s “People’s Choice Award”. The independently-produced film, brainchild of Mexican icon Eduardo Verástegui who serves as both star and producer, has won enthusiastic reviews from a variety of media outlets including CNN’s Anna Maria Montero who called it “Powerful and moving … a true inspiration.” Written and directed by first-time filmmaker Alejandro Gomez Monteverde, this charming movie is a life-changing love story centered on family, friendship and a love that goes deeper than romance.
According to Goya Foods President Robert Unanue, “Goya has chosen to take on an active role in the promotion of this film owing to its emphasis on the strength of family and tradition. Of equal importance to us was the fact that “Bella” portrays Latinos in such a positive light and of course, that food plays an integral role in the story”. The film will open nationwide on October 26th and in support of its debut, Goya will host the October 23rd premiere in Miami, Florida at the Olympia Theatre, Gusman Center as well as the October 24th premiere in New York City at Tribeca Cinemas. Goya’s sponsorship includes strategic product placement in the DVD, the production and placement of 30-second radio commercials in Spanish language markets, as well as the underwriting of a short video produced by Goya on “Bella”. The video will be featured prominently at the Premiere as well as on Goya’s website www.goya.com, the “Bella” website, www.bellathemovie.com and the DVD version of the film scheduled for release in 2008.
The selection of “Bella” as winner in the Toronto International Film Festival bodes well for the production and its cast. Previous winners of the People’s Choice category have gone on to Academy Award™ nominations and more. Films such as “American Beauty”, “Crouching Tiger, Hidden Dragon” and 2006 foreign-language film winner “Tsotsi” have all been distinguished by the honor. Enthused producer/star Eduardo Verástegui said, “I wanted to portray Latinos as everyday heroes who are hard-working people of integrity… Family is the foundation of society for the Latino culture”. The sentiment is echoed by Unanue who concludes, “There are few opportunities that we get as a Latin American food company to embrace such an uplifting message about Hispanics in the film medium. Bella is that rare chance to team up with a project that affirms the values and sentiment that go into the Goya Foods credo and are integral to our success. We are proud sponsors of this heartfelt and moving endeavor.”
ABOUT GOYA: Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures packages and distributes over 1,500 high-quality food products from the Caribbean, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world; their combination of authentic ingredients, robust seasonings and convenient preparation make them ideal for every taste and every table. For more information on Goya Foods, please visit www.goya.com