Paula Green, president of Paula Green Advertising Inc., which handled Goya’s English language ads, coined the slogan, ”Goya, Oh Boy-a!” for the television campaign.
Back in the 1950s, supermarkets were reluctant to stock the canned and packaged Caribbean foods produced by Goya Foods Inc.
But Paula Green, president of Paula Green Advertising Inc., changed that with an advertising campaign in English, aimed partly at the children and grandchildren of Hispanic immigrants. The campaign slogan was, ”Goya, Oh Boy-a!”, and its intention was to inspire loyalty in immigrant offspring, to their heritage and the foods they grew up with. But the ads soon proved to be meant for non-Hispanic customers, too, helping Goya to become one of the leading Hispanic-owned companies in the nation.