2021 Winner
Best of Show
GoldBest in Consumer Goods
GoldBest Integrated Campaign - Budget Over $250,000
Campbell Canada
"Feeding Imagination"
Zulu Alpha Kilo & Spark Foundry
"Feeding Imagination"
Zulu Alpha Kilo & Spark Foundry
Goldfish crackers are the #1 kids’ cracker, but growth is pressured by a wide competitive set. To earn parents snack time priority, Goldfish needed to move from a passive to a more engaging relationship.
Their 2020 targets were to increase relevance and brand equity and achieve a 7.2% net sales growth.
Goldfish targets parents of young children. Research revealed that virtually all Canadian parents see imagination as important, but half of kids surveyed had difficulty creating their own ideas and parents needed help. Snack time for kids is a functional necessity, yet research revealed how much kids played with the fish-shaped cracker when snacking. With this, they saw that snack time could be much more than physical fuel. It could be an emotional space for kids to unleash their imaginations. Goldfish’s shape and whimsical smile naturally invited play and could encourage kids
to create stories, songs, and art.
Goldfish turns snack time into imagination time by helping kids see the unlimited potential
of their own creativity.
Goldfish launched “Feed Imagination.” Normally, the fridge plays host to kids’ artwork. They thought it deserved a bigger stage, so they used the biggest platform they could find.
The goal was to ready parents with #FeedImagination’s purpose and contest. Three real children’s storytelling moments were documented on video, surprising the young talent with a billboard, a published storybook, and a playable video game. To inspire parents to #FeedImagination, they launched a contest to share the children’s creations.
Their execution included Hero Videos: Long- and short-form versions of their docu-stories were rolled out using a tease, amplify, and echo approach to introduce the concept, tell the full story, and push contest entry. Tiered Delivery: A two-tiered digital approach increased reach to busy parents where they are likely to engage online with a combination of YouTube, Rogers Video, advertorial, and social, driving awareness and emotional connection. Social Engagement: Instagram, Pinterest, and Snapchat drove contest engagement and entry. Native Content: Parents learned from “one of their own” with a TotallyHer Media custom advertorial by a mom highlighting imagination’s importance.
Their goal was to prove that feeding imaginations can take kids far, by showcasing their talent nationally. They showed this through a multitude of ways, including an Imagination Gallery where five kids’ drawings became actual, large-scale billboards in a national out of-home campaign. Artwork was showcased on static and digital OOH in 10 markets and targeted to places where parents spend time, like grocery stores, essential retail, and near residential areas. Billboards were strategically purchased near each winning child’s home so their whole town could celebrate. They also used Imagination Games, a playable Snapchat video game created and delivered on platforms to parents. In-store, scannable, on-pack QR codes launched an AR game that brought families into an imaginative Goldfish world. Imagination Stories had three winning children’s stories animated into downloadable story books on Goldfish’s website and promoted to parents in Instagram Stories as actual storybooks. And Imagination Worlds, where another winner’s story was celebrated in a Snapchat World Lens.
Feed Imagination was an innovative journey where they flipped the script, and their integrated plan became the first national multimedia gallery dedicated to kids’ imaginations. OOH transformed ad space into galleries, featuring five winners’ imaginative drawings across the country, including OOH near winners’ houses so they could celebrate with their town, a printed book was crafted from a kid’s imagination and featured in a video, Instagram stories became actual stories animated by Canadian illustrators as three kids’ imaginations were illustrated in downloadable digital storybooks, a custom Snapchat gaming unit was designed based on one kid’s imaginative story and leveraged their voice in their video, and served on platform, a custom Snapchat World Lens featured another winner’s story, and in-store, on-pack QR codes invited families into an AR, interactive, Goldfish experience
inspired by a winner’s story.
Helping parents feed imagination in their kids translated into equity, relevance, and sales. Brand equity tracking showed a strong connection with parents: brand “love” was 20% above norm, “Goldfish values imagination” was 13% above norm, purchase intent was 17% above norm, creative engagement was strong, with video “Involvement” scores 19% above norm, and kids contest submissions exceeding benchmarks by 1,000% and net sales growth target up 7.2%, pacing to overachieve versus target with consumption up 9% YTD (p/e Nov. 28, 2020). OOH boards drove over 230,400,000 impressions and drew interest from local press with over 17.6 million PR impressions, including coverage in The Globe and Mail, CBC News, and Toronto Star, and globally in Ad Age’s Pick of the Day and
Contagious’s World’s Best Creative.
Their 2020 targets were to increase relevance and brand equity and achieve a 7.2% net sales growth.
Goldfish targets parents of young children. Research revealed that virtually all Canadian parents see imagination as important, but half of kids surveyed had difficulty creating their own ideas and parents needed help. Snack time for kids is a functional necessity, yet research revealed how much kids played with the fish-shaped cracker when snacking. With this, they saw that snack time could be much more than physical fuel. It could be an emotional space for kids to unleash their imaginations. Goldfish’s shape and whimsical smile naturally invited play and could encourage kids
to create stories, songs, and art.
Goldfish turns snack time into imagination time by helping kids see the unlimited potential
of their own creativity.
Goldfish launched “Feed Imagination.” Normally, the fridge plays host to kids’ artwork. They thought it deserved a bigger stage, so they used the biggest platform they could find.
The goal was to ready parents with #FeedImagination’s purpose and contest. Three real children’s storytelling moments were documented on video, surprising the young talent with a billboard, a published storybook, and a playable video game. To inspire parents to #FeedImagination, they launched a contest to share the children’s creations.
Their execution included Hero Videos: Long- and short-form versions of their docu-stories were rolled out using a tease, amplify, and echo approach to introduce the concept, tell the full story, and push contest entry. Tiered Delivery: A two-tiered digital approach increased reach to busy parents where they are likely to engage online with a combination of YouTube, Rogers Video, advertorial, and social, driving awareness and emotional connection. Social Engagement: Instagram, Pinterest, and Snapchat drove contest engagement and entry. Native Content: Parents learned from “one of their own” with a TotallyHer Media custom advertorial by a mom highlighting imagination’s importance.
Their goal was to prove that feeding imaginations can take kids far, by showcasing their talent nationally. They showed this through a multitude of ways, including an Imagination Gallery where five kids’ drawings became actual, large-scale billboards in a national out of-home campaign. Artwork was showcased on static and digital OOH in 10 markets and targeted to places where parents spend time, like grocery stores, essential retail, and near residential areas. Billboards were strategically purchased near each winning child’s home so their whole town could celebrate. They also used Imagination Games, a playable Snapchat video game created and delivered on platforms to parents. In-store, scannable, on-pack QR codes launched an AR game that brought families into an imaginative Goldfish world. Imagination Stories had three winning children’s stories animated into downloadable story books on Goldfish’s website and promoted to parents in Instagram Stories as actual storybooks. And Imagination Worlds, where another winner’s story was celebrated in a Snapchat World Lens.
Feed Imagination was an innovative journey where they flipped the script, and their integrated plan became the first national multimedia gallery dedicated to kids’ imaginations. OOH transformed ad space into galleries, featuring five winners’ imaginative drawings across the country, including OOH near winners’ houses so they could celebrate with their town, a printed book was crafted from a kid’s imagination and featured in a video, Instagram stories became actual stories animated by Canadian illustrators as three kids’ imaginations were illustrated in downloadable digital storybooks, a custom Snapchat gaming unit was designed based on one kid’s imaginative story and leveraged their voice in their video, and served on platform, a custom Snapchat World Lens featured another winner’s story, and in-store, on-pack QR codes invited families into an AR, interactive, Goldfish experience
inspired by a winner’s story.
Helping parents feed imagination in their kids translated into equity, relevance, and sales. Brand equity tracking showed a strong connection with parents: brand “love” was 20% above norm, “Goldfish values imagination” was 13% above norm, purchase intent was 17% above norm, creative engagement was strong, with video “Involvement” scores 19% above norm, and kids contest submissions exceeding benchmarks by 1,000% and net sales growth target up 7.2%, pacing to overachieve versus target with consumption up 9% YTD (p/e Nov. 28, 2020). OOH boards drove over 230,400,000 impressions and drew interest from local press with over 17.6 million PR impressions, including coverage in The Globe and Mail, CBC News, and Toronto Star, and globally in Ad Age’s Pick of the Day and
Contagious’s World’s Best Creative.
Credits
Agency: Zulu Alpha KiloChief Creative Officer: Zak Mroueh
Creative Director: Susie Lee
ACD, Writer: George Ault
ACD, Art Director: Jacob Gawrysiak
Social Creative Team: Philippe Visaya, Victoria Lee
Designer: Vince Rozas
Account Team: Alyssa Guttman, Erin McManus
Planning Team: Heather Segal, Sean Bell
Client: Campbell Canada
Clients: Mieka Burns, Paloma Bentes, Friyana Engineer, Mariah Weir
Media agency: Spark Foundry
PR agency: Proof Strategies Inc.
Shopper Agency: The Mars Agency
French partner: The French Shop
Developer: Kyle Collins
Producer: Rebecca Adams, Michael Oshell
Studio Director: Greg Heptinstall
Studio Artist: Andrew Martin, Cecilia Bernasch
Production Company: Zulubot
Director: Barbara Shearer
Executive Producer: Tom Evans
Production House Producer: Mitch Cappe
Director of Photography: James Andrews
Casting Director: Ground Glass Casting – Andrew Deiters
Editing Company: Zulubot
Post Production Producers: Sarah Dayus, Mariya Guzova, Adam Palmer
Editor: Max Lawlor
Animation: Mike Sevigny
Colourist: Hardave Grewal
Online: Alex Boothby
Illustration: Polyester Studios
Printing: Flash Reproductions Inc.
Retouching: Nabil Elsaadi
Audio House: Zulubot
Audio Engineer & Mix: Dino Cuzzolino
Music Supplied: Eggplant
Music Director: Roc Gagliese
Executive Producer/Head of Production & Music Licensing: Nicola Treadgold
Producer: Laura Merrett
Music Audio Engineer: Peter Pacey