A new campaign from Campbell’s Goldfish Crackers is focusing on young at heart snackers and looking to breakthrough to Pinterest’s core Gen Z audience.
The campaign sees the brand using the Pinterest Collages ad format to connect with a maturing Gen Z audience, who still maintaining their sense of vibrancy, adventure and playfulness.
The Goldfish Collages feature the brand in different situations, to communicate that the crackers are ideal for various adventures. The campaign launches on Aug. 15, and runs in line with back-to-school season in September. It starts with a Pinterest Spotlight takeover, in feed video and static ads, as well as Collages.
Zulu Alpha Kilo is handling creative for the campaign’s in-feed ads, with Collage creative handled by Pinterest’s partners at OLS, with Spark Foundry overseeing the media buy.
“Pinterest is known for showcasing emerging trends and subcultures, making it a go-to platform for Gen Z audiences,” Campbell’s Goldfish Crackers brand manager Susanne Hartkorn says. “Goldfish is excited to be the first brand in Canada to leverage the platform’s new Collages ad format to resonate with this audience and foster a sense of community through the use of group boards and collaborative projects. As Gen Z grows older, we’re excited to meet them where they are.”
The campaign is targeted at Pinterest Collages, because Gen Z is the platform’s core audience, representing more than 40% of the user base.
This story originally appeared on Media in Canada.
