Goldfish Lives Up to Its Name with Effie Canada Win

Campbell Company of Canada received one of only four gold designations at the annual Effie Canada Awards this month for its “Goldfish® Feeding Imagination” campaign.


Demonstrating exceptional marketing effectiveness, Feeding Imagination leveraged Goldfish crackers' solid place as the number one kids' snack food to help parents champion the imaginative power of their children and bring their unique creations to life.

"Working with such an iconic brand means finding ways to continuously celebrate the deep and meaningful connection with consumers," says Paloma Bentes, Marketing Director for Snacks at Campbell Company of Canada. "With Feeding Imagination, we were able to connect with parents through a beloved shared experience: childhood imagination. The cracker naturally lends itself to imaginative play, and we are proud that Goldfish provided children across the country with unlimited potential to flex their creativity and inspire amazing stories.”

The Feeding Imagination campaign showcased the creativity of Canadian kids by encouraging parents to submit their children’s artwork and stories for an opportunity to have the work shared on a larger stage than the refrigerator door.


Winning entries were showcased through a national out-of-home campaign, turned into a children's book, included in an augmented reality experience and a kid-designed video game, and shared through digital stories on Instagram and Goldfish crackers’ #FeedImagination hub.


The campaign was developed with partner agencies Zulu Alpha Kilo, Zulubot, Spark Foundry, Proof Strategies and The Mars Agency.

The Mars Agency created the AR experience, which was designed to help Canadian shoppers bring some fun and imagination into their homes during the pandemic.


During the #FeedImagination campaign, a QR code included on more than 300,000 bags of Goldfish linked to the experience, which mixed reality with AR to bring an arctic landscape into Canadian homes.


Consumers were extremely engaged with the experience, spending an average of 55 seconds per QR code scan — proving that Goldfish truly does feed imagination.


Known by advertisers and agencies worldwide as the leading award in the marketing industry, the Effies recognize all forms of marketing that contribute to a brand's success. The program celebrates the effectiveness of campaigns internationally and has become a global symbol of achievement.


About Campbell Soup Company and Campbell Company of Canada

For more than 150 years, Campbell (NYSE: CPB) has been connecting people through food they love. Generations of consumers have trusted Campbell to provide delicious and affordable food and beverages. Headquartered in Camden, N.J. since 1869, Campbell has a heritage of giving back and acting as a good steward of the environment.


A subsidiary of Campbell Soup Company, Campbell Company of Canada has been invited into Canadian kitchens since 1930. Our portfolio includes Campbell's, Cape Cod, Goldfish, Kettle Brand, Pace, Pacific Foods, Pepperidge Farm, Prego, Snyder's of Hanover and V8. Campbell Company of Canada is the proud recipient of the 2022 Effie Canada Gold Award and multi-year recipient of GTAA Top Employer award. For more information, visit www.campbellsoup.ca.

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The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology and intelligence to create demand and drive profitable, sustainable growth. Their latest MarTech platform, Marilyn®, enables marketers to make better decisions, create connected experiences and drive stronger results. Learn more at www.themarsagency.com and meetmarilyn.ai.