2023 Winner
BronzeBest Launch/Relaunch
Campbell
"Goldfish Mega Bites"
Zulu Alpha Kilo / Spark Foundry
"Goldfish Mega Bites"
Zulu Alpha Kilo / Spark Foundry
Goldfish are Canada’s number-one kids’ cracker, but adult snackers didn’t see Goldfish as a snack for them. They wanted to snack bigger, so Goldfish introduced Goldfish Mega Bites: a new craveable Goldfish with a satisfying crunch, bigger size, and intense flavors, made for adult snackers. Their objectives were to grow, share, drive purchase, and breakthrough with strong reach
and active engagement.
Adults grew up with “the snack that smiles back”, but to make a sustained impact, Goldfish needed to build new emotional connections and engage with adults in their grown-up world. So they looked to what their target grew up on in search of building a language that would feel distinct from the
Goldfish kids’ banner.
“Mega Bites” sparked a connection to the language of original computers and robots, a staple in their audience’s 1980s and 1990s upbringings – Transformers, the Omnibot, R2D2 and C3P0. These clunky, metal fantasy bots were the springboard they needed to deliver playful snacking to humans everywhere, in the form of their own metal character, Spokesbot.
The idea is that Goldfish “Mega Bites” are delicious crackers for humans, not “megabytes” for robots.
The agency needed to show up where adult snackers play, leveraging the latest dynamic technology, fitting for a Spokesbot. They utilized 360-degree media including emerging OOH technologies, and digital placements.
Formats were chosen for high-involvement viewing. The agency needed to change minds and they weren’t going to get there without pushing some creative boundaries.
They seized a MEGA-sized opportunity to launch their Spokesbot with an eye-catching 3D animated OOH board at Yonge-Dundas Square, where Spokesbot spread the news that Mega Bites are not for robots, reaching out of screen to eat a Goldfish Mega Bites cracker that literally blows its mind, stopping onlookers in their tracks.
For those who couldn’t experience their 3D animated board, they brought the campaign to life in short-form online video on CTV & OLV platforms and display. Evoking Saturday morning TV feels, three :15 broadcast spots featuring Spokesbot warned of the product being for humans only. Bespoke social versions lived across channels their audience frequently uses, including Meta, Snapchat and TikTok.
They had a MEGA presence on TikTok with their Top View Takeover placement. This one-day takeover allowed everyone who opened TikTok to meet Spokesbot who would convey that “Mega Bites are not megabytes” in a broadscale social launch.
To lean into new digital behaviors, they invited tech-savvy adult snackers to play in an adult sized playground in the metaverse at “Mega Bites Mountain.” The agency placed large-format digital OOH billboards throughout Decentraland to invite visitors to turn digital crackers into a free bag of real-life Goldfish Mega Bites, in the brand’s first foray into the metaverse. The virtual experience brought users to a massive cheddar mountain. They even offered players who collected all 22 digital crackers a special edition “Goldfish Megabytes” wearable NFT.
The combination of cartoon-like video, with 3D digital OOH and the creation of Mega Bites Mountain in the Metaverse extended the sized-up scale, intensity, and satisfaction of the product.
Goldfish was one of the first in Canada and the first of its category to advertise with the eyecatching 3D DOOH experience on Astral’s 200-ft screen – the largest wrap-around digital screen in Canada, in one of the busiest intersections in the country.
As for the metaverse, it was the brand’s first foray into the new, immersive space and served as a way for adult snackers to engage with the brand on screen. The special edition wearable NFT was the ultimate OOH.
and active engagement.
Adults grew up with “the snack that smiles back”, but to make a sustained impact, Goldfish needed to build new emotional connections and engage with adults in their grown-up world. So they looked to what their target grew up on in search of building a language that would feel distinct from the
Goldfish kids’ banner.
“Mega Bites” sparked a connection to the language of original computers and robots, a staple in their audience’s 1980s and 1990s upbringings – Transformers, the Omnibot, R2D2 and C3P0. These clunky, metal fantasy bots were the springboard they needed to deliver playful snacking to humans everywhere, in the form of their own metal character, Spokesbot.
The idea is that Goldfish “Mega Bites” are delicious crackers for humans, not “megabytes” for robots.
The agency needed to show up where adult snackers play, leveraging the latest dynamic technology, fitting for a Spokesbot. They utilized 360-degree media including emerging OOH technologies, and digital placements.
Formats were chosen for high-involvement viewing. The agency needed to change minds and they weren’t going to get there without pushing some creative boundaries.
They seized a MEGA-sized opportunity to launch their Spokesbot with an eye-catching 3D animated OOH board at Yonge-Dundas Square, where Spokesbot spread the news that Mega Bites are not for robots, reaching out of screen to eat a Goldfish Mega Bites cracker that literally blows its mind, stopping onlookers in their tracks.
For those who couldn’t experience their 3D animated board, they brought the campaign to life in short-form online video on CTV & OLV platforms and display. Evoking Saturday morning TV feels, three :15 broadcast spots featuring Spokesbot warned of the product being for humans only. Bespoke social versions lived across channels their audience frequently uses, including Meta, Snapchat and TikTok.
They had a MEGA presence on TikTok with their Top View Takeover placement. This one-day takeover allowed everyone who opened TikTok to meet Spokesbot who would convey that “Mega Bites are not megabytes” in a broadscale social launch.
To lean into new digital behaviors, they invited tech-savvy adult snackers to play in an adult sized playground in the metaverse at “Mega Bites Mountain.” The agency placed large-format digital OOH billboards throughout Decentraland to invite visitors to turn digital crackers into a free bag of real-life Goldfish Mega Bites, in the brand’s first foray into the metaverse. The virtual experience brought users to a massive cheddar mountain. They even offered players who collected all 22 digital crackers a special edition “Goldfish Megabytes” wearable NFT.
The combination of cartoon-like video, with 3D digital OOH and the creation of Mega Bites Mountain in the Metaverse extended the sized-up scale, intensity, and satisfaction of the product.
Goldfish was one of the first in Canada and the first of its category to advertise with the eyecatching 3D DOOH experience on Astral’s 200-ft screen – the largest wrap-around digital screen in Canada, in one of the busiest intersections in the country.
As for the metaverse, it was the brand’s first foray into the new, immersive space and served as a way for adult snackers to engage with the brand on screen. The special edition wearable NFT was the ultimate OOH.
Credits
Agency: Zulu Alpha Kilo Inc.Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Creative Director/Art Director: Jacob Gawrysiak
Creative Director/Copywriter: George Ault
Account Team: Alyssa Guttman, Cindy Nguyen
Strategic Director: Heather Segal, Shaunagh Farrelly
Media Agency: Spark Foundry
Media Team: Christina Falconer, Doyeon Kim, Varun Oza, Tina Nguyen
Client: Campbell Company of Canada
Clients: Mieka Burns, Paloma Bentes, Simon Truyens, Francesco Alfano, Nadia Giannantonio, Matei Birladeanu, Kyle Techner
PR Agency: Proof Strategies
In-store Agency: The Mars Agency
French Agency Partner: The French Shop
Producers: Heather Hyland, Ola Stolduska, Clare Dietrich, Houng Ngui
Production House: Merchant
Director: Jason Jeffrey
Post-Production Company: Darling Colour & VFX
Editor: Max Lawlor
Audio House: Berkeley Inc.
Mac Artist: Emmy Bairos, Jenny McCracken
Interactive Producer: Ece Inan, Ben Bentivegna
Interactive Production House: Metaverse Architects
Editor: Max Lawlor, Jessie Posthumus