Norwalk, CT, March 4, 2015—Pepperidge Farm today launches Goldfish® Tales, a cross-platform content marketing campaign that highlights the everyday moments that lead to big smiles with the ever-loved Goldfish® crackers – The Snack that Smiles Back!®. Inviting parents to share their stories via an online digital hub, GoldfishSmiles.com, the Goldfish Tales promotion will be driven by user-generated content and offer consumers the chance to win prizes and the opportunity to possibly inspire a future Goldfish crackers ad.
Startingtoday, parents will be encouraged to submit their personal family stories – or “Goldfish Tales” - about when Goldfish crackers brought a big smile into an everyday moment. Along with their story, they must submit a family photo or scene created with Goldfish crackers to visually represent their tales. Submissions will be accepted on GoldfishSmiles.com, and monthly prizing will be distributed to lucky fans. In addition to potentially inspiring a future Goldfish crackers ad, all eligible consumers who submit their own tale have a chance to win a $5,000 trip anywhere in the United States. Visit GoldfishSmiles.com for sweepstakes rules and details.
“Goldfish Tales focuses on the consumer’s own life experience with our brand through user-generated content,” said Peter Lyons, Business Director, Goldfish. “We have such passionate fans, and we wanted to create an opportunity to engage with them on a deeper level. The intention is to provide families with an exciting outlet to share those special moments and fun family times with a much larger audience.”
Pepperidge Farm teamed up with Team 350°, the collaborative agency team dedicated to Pepperidge Farm comprised of talent from Y&R, Geometry and MEC to develop the print and digital assets for the campaign, with Ingenuity Design extending the concept into the in-store experience. To produce the stop-motion video spots for TV and online video, the group tapped LA-based production agency, Stoopid Buddy Stoodios – the ground breaking animators behind Cartoon Network’s “Robot Chicken.”
The Goldfish Tales campaign includes online video, social media, TV, print, digital banners, in-store signage and GoldfishSmiles.com, a digital hub for the program. The hub will showcase the user-generated submissions, as well as behind-the scenes images and footage from the filming of the campaign’s first video, “Goldfish in the Car” and a variety of other interactive content. The campaign rolls out over the next two months, with the digital hub, online videos and first round of print ads having launched in the beginning of February, TV spots beginning on March 2 and the second round of print advertisements entering rotation in April books. For more information, fans are encouraged to visit GoldfishSmiles.com and follow the brand on Instagram (@GoldfishSmiles) and Facebook (facebook.com/GoldfishSmiles).
About the Goldfish Brand
Pepperidge Farm, based in Norwalk, Connecticut, introduced its Goldfish® crackers in 1962 after founder Margaret Rudkin discovered them on a trip to Switzerland. Today there are more than 25 Goldfish snack varieties including the popular Flavor Blasted® and Grahams lines, and the brand is leading the snacks category as one of America’s most popular crackers. Pepperidge Farm has been part of Campbell Soup Company since 1961 and is part of its Global Biscuits and Snacks division.