2023 Winner

CASE SUMMARY

Campbell's Company of Canada launched a new Goldfish cracker called Goldfish Mega Bites, which is twice the size of the original Goldfish cracker and is aimed at adults. The company aimed to expand its target audience and increase household penetration in the face of growing category competition. To do this, the company needed to shift the consumer mindset and show Millennial parents that Goldfish Mega Bites could deliver an unexpectedly bold taste and crunch to satisfy their snack cravings.

To introduce Mega Bites as a snack for adults, the company employed a robot spokesperson to alert an audience of fellow bots, warning them that new Goldfish "Mega Bites" are delicious crackers for humans, not "megabytes" for robots. The idea came to life in a 360-degree digitally led campaign, from short-form online video to a Mega Bites Mountain in the Metaverse. Three 15-second spots featured the robot character in an auditorium full of fellow bots, with each spot including a warning of the product being for humans only, paired with a clever pun or exaggeration.

The campaign proved highly effective, with above-average persuasion scores for the hero spots, high involvement from viewers, and Mega Bites driving over 50% of Goldfish portfolio growth. The Metaverse experience also effectively engaged users, with an average active duration of 26 minutes per user and over 750 of the "Goldfish Megabytes" wearables redeemed within five weeks of launch. The program was covered in key national media outlets, including Narcity Canada and the Daily Hive.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Creative Director/Art Director: Jacob Gawrysiak
Creative Director/Writer: George Ault
Account Team: Alyssa Guttman, Cindy Nguyen
Planning Team: Heather Segal, Shaunagh Farrelly
Client: Campbell Company of Canada
Clients: Mieka Burns, Paloma Bentes, Simon Truyens,
Francesco Alfano, Nadia Giannantonio, Matei Birladeanu,
Kyle Techner
Media Agency: Spark Foundry
Media Team: Christina Falconer, Doyeon Kim, Varun Oza,
Tina Nguyen
PR Agency: Proof Strategies
In-store Agency: The Mars Agency
French Agency Partner: The French Shop
Producers: Heather Hyland, Ola Stolduska, Clare Dietrich,
Houng Ngui
Production House: Merchant
Director: Jason Jeffrey
Post-Production Company: Darling Colour & VFX
Editor: Max Lawlor
Audio House: Berkeley Inc.
Mac Artist: Emmy Bairos, Jenny McCracken
Interactive Producer: Ece Inan, Ben Bentivegna
Interactive Production House: Metaverse Architects
Editor: Max Lawlor, Jessie Posthumus