Campbells: Goldfish Mega Bites (Not Megabytes)

Heather Seagal, Meredith Ferguson, Elyssa Seidman

Goldfish, a cracker brand, introduced a new product, Goldfish Mega Bites, in Canada to drive consideration and purchase among adult snackers, and break through with strong reach and active engagement.

Campaign details

Brand: Goldfish (crackers) Brand owner: Campbell Soup Company Entrant company: Zulu Alpha KiloIdea creation: Proof Strategies Toronto Market: Canada Sector: Savoury snacks, potato chips Media channels: Online video, Outdoor, Out-of-home, Sales promotion, Social media, Virtual & augmented reality Budget: 1 - 3 million

Executive summary

Goldfish is a beloved kids’ snack, but in 2022 we needed to be more. Adult snackers were a multi-million-dollar opportunity, but they saw Goldfish as a snack for kids; too mild and not satisfying enough for their...

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