The campaign was led by Zulu Alpha Kilo in the agency’s first work with Campbell Canada since winning it earlier this year. The campaign is also encouraging parents to enter their own child’s artwork and stories into the “#FeedImagination” contest through Instagram or the campaign website, with the opportunity to have them also brought to life through billboards or digital storybooks. Another had his turned into a video game. Their ideas were then brought to life in different ways: one child had the pictures she drew to go with her story turned into a mural on the side of a building, while another’s story was turned into a published picture book. Three kids were asked to come up with a story about Goldfish, letting their imaginations run wild.
“Feed Imagination” is a new platform for the cracker brand, led by a new campaign that uses big methods to bring big ideas to life.
Campbell’s has turned its brand-building focus to Goldfish, aiming to turn the crackers into a more purposeful brand with a platform all about nurturing children’s imaginations.
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