Goldfish Crackers: Feeding Imagination

Heather Segal, Meredith Ferguson

Savoury snack brand Goldfish crackers developed the first-ever Imagination Index to better understand kids' imaginations and unlock a more emotional relationship with consumers that would boost sales and grow competitive advantage in the highly competitive US snacking sector.

Campaign details

Brand: Goldfish (crackers) Brand owner: Campbell Soup Company Entrant company: Zulu Alpha KiloIdea creation: Zulu Alpha Kilo TorontoMarket: CanadaSector: Savoury snacks, potato chipsMedia channels: Outdoor, Out-of-home, Virtual & augmented reality, Packaging & design, Websites & microsites, Content marketing, Social media, Competitions & contests, Point-of-purchase, In-storeBudget: 1 - 3 million

Executive summary

In 2021, family snacking brand Goldfish crackers sought to unlock a more emotional relationship with consumers in a highly competitive category. More importantly, we also sought to tackle the real-life problem parents...

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