Goldfish is hoping a new light and airy innovation resonates with younger consumers.
The Campbell’s brand’s latest snack is Goldfish Crisps, and the creative marketing the new product features a floating snack bowl set to the strains of the Verdi opera, Nabucco.
Sarah Broomfield, marketing director for snacks at Campbell’s, explains that the brand it is trying to broaden the way Canadians see it. It’s commonly perceived as a snack for children, so innovations are especially important to bring new people into the brand.
She adds that it was important with the crisps’ creative to ensure viewers understood that the new product is different from what they already know about Goldfish crackers, which meant keeping the story as light as the snack.
Goldfish Crisps, which are now available in grocery chains nationally, come in three flavour SKUs: Cheddar, Sour Cream and Onion, and Salt and Vinegar.
“As our consumers look to discover different tastes, it’s essential that we’re showing up with new flavours and new formats,” Broomfield says.
The “Lightest Bowl” campaign was developed by agency partner Zulu Alpha Kilo, with media planned by Spark Foundry, and PR led by Proof Strategies. Video and static assets are running on Meta and TikTok, and PR activities include influencer partnerships and seeding. There is also social contesting.
“With a concept as unique and inviting as a real levitating bowl to launch our new Goldfish Crisps, social media was the perfect channel to let the idea speak for itself,” Broomfield says.
The broader launch is also supported with shopper marketing through partners, Mars United Commerce (formerly The Mars Agency), with eye-catching POS displays at checkout and in-aisle.
The complete program included digital marketing initiatives including retail media ads and social media content to generate buzz and reach a wider audience.
“This campaign was focused on 18-to-34-year-old adult snackers,” Broomfield says, a target that loves the crunch and flavour of salty snacks like chips, but don’t like that chips can feel too heavy and oily.
