Goldfish Crackers takes kids’ art from the fridge door to the outdoors

Who: Campbell Canada (Goldfish Crackers), with Zulu Alpha Kilo/The French Shop, Proof Strategies, Spark Foundry for media and The Mars Agency for shopper marketing.

What: A new out-of-home campaign showcasing winning entries from a contest linked to the brand’s “Feed Imagination” platform, which was introduced last year.

When & Where: The national out-of-home campaign broke this week, with a series of billboards and TSAs featuring winning submissions from kids who participated in the contest. It is being supported by PR and an on-pack activation.

Why: The platform was created to emphasize the Goldfish brand’s connection to imagination and creativity. Announcing its creation last year, Campbell Canada marketing director Paloma Bentes said that the crackers’ shape naturally lends itself to imaginative play, and that the brand wanted to “champion the imaginative power of kids.”

How: The campaign is anchored by a series of bright, cheerful, whimsical billboards and TSAs featuring artwork created by kids. The Mars Agency has also developed an on-pack element featuring an AR game inspired by one of the winning kids’ stories, which is launched by scanning an on-pack code.

And we quote: “With many Canadians facing another wave of lockdown restrictions, bringing kids’ imaginations to the forefront delivers some much needed joy and inspiration to help unlock the next generation’s unlimited potential that comes when they open up their own imagination. Parents have shared how important imagination is to their children’s development, especially now, given how much time is being spent at home.” — Paloma Bentes, marketing director, Campbell Canada

Chris Powell