Goya CEO's cozying up to Trump may have backfired, study shows

https://news.yahoo.com/goya-ceos-cozying-trump-may-195300073.html

If Goya Foods wanted to raise brand awareness this summer, it got its wish.

It's been one month since Robert Unanue, CEO of the family-owned Latin food brand, created a furor among the Hispanic community by praising President Donald Trump during a White House meeting, calling him a "blessed" leader. His comments sparked an immediate boycott of Goya products, with many Latinos citing Trump's treatment of family separations at the southern border and his attempts to deport young "dreamer" immigrants.

Trump and his daughter Ivanka doubled down amid the boycott, posting photos on social media of themselves with Goya products, prompting ethics inquiries and further fueling the fire between the White House and the Latino community. The League of United Latin American Citizens called Unanue’s words “insensitive, calloused and disrespectful to the workers and consumers who buy Goya Foods products.”

However, despite four weeks on the public stage, just $10 million of that free marketing was positive — and the brand received $47 million worth of negative publicity, Apex Marketing Group told NBC News. The remaining $35 million was neutral.

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