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Pepperidge Farm Goldfish Crackers
Little Moments. Big Smiles.

RAN IN: United States

CLIENT
Pepperidge Farm

Peter Lyons, Business Director
Mark Edmonson, Brand Manager
Brian Blanchard, VP Marketing, Snacks
Karen Marks, Director, Integrated Marketing

AGENCY
Y&R New York *Lead Agency

Kelly Considine, Group Account Director
Stephen Hersh, Creative Director - Copy
Eric Glickman, Creative Director - Art
James Caporimo, Executive Creative Director
Susanne Raymond, Group Brand Planning Director


Geometry Global *Lead Agency

Eric Ackley, Digital Experience Director


MEC Global


The Mars Agency


SUMMARY

There are 4,518+ snacks in a typical grocery store. Brands like Doritos, Cheez-It, Lays have giant budgets, significantly outspending Goldfish Crackers. How does a tiny cracker with a little budget connect with the Millennial Moma discerning shopper whos taking her role as gatekeeper to a whole new level? By turning the littlest moments into big smiles, with Goldfish Tales. In just 6 months, Goldfish Tales exceeded our wildest expectations: delivering 2.3% base sales growth, while making her Tales part of the story and delivering many happy moments for Moms.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Interactive/Online, Packaging, Print, Retail Experience, TV, Other (Behind-the-scenes content)

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English