Description
GOYA®'s latest campaign, Beans Again, is anything but business as usual. Created to highlight the brand’s wide variety of beans and its ongoing mission to stay fresh with younger audiences, the new spot brings a surreal, high-energy twist to a very familiar question: Beans again?
Enter Charlie. He’s in the bean aisle (relatable), thinking about dinner. Beans again? he wonders. And then, boom, the entire universe answers. A talking sweatshirt, a fun sloth, a swordfish, and even a tomato can all start cheering him on. Beans again! Beans again! Yesssss, beans again! It’s weird. It’s loud. It’s oddly inspiring.
And it ends the way all great grocery stories should: with a basket full of beans. Black, pinto, chickpeas, red kidney, and like... a dozen more. GOYA® has options. Serious variety for every taste, vibe, or mood. So yeah, beans again. But never the same beans twice.
The spot was created by Dieste, directed by PLÁSTICO, and produced by Easy Mondays. It’s part of GOYA®’s ongoing effort to reclaim its iconic status in America’s pantries.
This professional campaign titled 'Beans Again' was published in United States in August, 2025. It was created for the brand: Goya, by ad agency: Dieste. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 3 months ago.
Credits
DIESTE
Chief Creative Officer: Abe Garcia
Executive Producer: John Costello
Group Creative Director: Valentina Sulbaran
Creative Director: Dario Campos
Associate Creative Director: Victor Vetancourt
Senior Art Director: Hector Rivas
Art Director: Carlos Garcia
Senior Copywriter: Ingrid Ramirez
Senior Copywriter: David Chapatin
Associate Group Planning Director: Christina Harris
Group Account Director: Mageline Concepción
Account Director: Jenny Gervacio
REPUBLIC EDITORIAL
Sr. Producer: Kim Estrada
Editor: Andy McGee
Assistant Editor: Steven Happel
HUMAN MUSIC
Kamela Anderson: Executive Producer
Jonathan David Russell and Gareth Williams
EASY MONDAYS
Executive Producer: Asori Soto
Line Producer: Mariana Ramos
Director: PLASTICO (Sebastian Caporelli & Alex Rua)
DEAF MULE
Casting Director: Victor Macias
Audio Engineer: Gio Locatelli
