Goldfish Crackers Takes Kids’ Imaginations from the Fridge Door to Outdoor in New Campaign

Goldfish Crackers, a beloved snack in many Canadian households, recently launched #FeedImagination. This new advertising platform was created to encourage imagination in the minds of Canadian children. As part of the launch, Goldfish invited parents across Canada to submit their kids’ artwork and stories so that they would have an opportunity to show their work on a larger stage than their refrigerators.

This winter, 11 contest winners can now see their imaginative masterpieces come to life in the real world with a national out-of-home campaign that features each winner’s creative drawing and their name, on a public stage. Young storytellers were showcased with digital stories featured on Instagram and available for download on the Goldfish Crackers #FeedImagination hub.

“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." said Paloma Bentes, marketing director at Campbell Canada. “Parents have shared how important imagination is to their children’s development, especially now, given how much time is being spent at home.”

This is the second phase of the integrated campaign created by Toronto’s Zulu Alpha Kilo after being awarded the business earlier this year. “We were overwhelmed by the number of submissions and the quality of the work we saw,” said Zak Mroueh, founder and chief creative officer of Zulu Alpha Kilo. 

The winner reveals will be supported with PR, led by Proof Strategies Inc., with The Mars Agency bringing the platform to life in retail through an immersive augmented reality game inspired by one of the stories that can be played by scanning a code on-pack. Media planning and execution was done by Spark Foundry.