Kids love Goldfish Crackers—but they enjoy a lot of other snacks, too. So when Zulu Alpha Kilo was charged with finding a campaign to raise sales 7% for what was already Canada’s best-selling cracker, it had to literally think outside of the box.
See all of Ad Age's 2021 Small Agency Award winners here.
Zulu came up with the idea of putting children’s imaginations to work. The Toronto agency invited kids to draw fantastical worlds using the goldfish characters and then used the drawings for a delightful outdoor campaign. The “Feed Imagination” effort ran in newspapers and outdoor boards around the country (and in the kids’ neighborhoods), turning pint-sized artists into full-fledged art directors.
It went swimmingly: Measurements of “brand love” were up 20%, purchase intent for Goldfish grew 17%, engagement shot up 19% and sales growth exceeded the 7.2% benchmark. Consumption ticked up 9% by February of this year.
The campaign “is a direct result of the incredibly talented, creative, passionate, and insightful team that we have as business partners in Zulu Alpha Kilo,” said Paloma Bentes, marketing director for snacks, food and beverage at Campbell Canada. “From insight into concept and vision into execution, we were able to launch an impactful platform that resonated with moms and positively impacted our business.”