SQUIRT'S JOURNEY
ART DIRECTION/ IN STORE SHOPPER MARKETING/ BRANDING/ DESIGN/ DIGITAL/ INFLUENCER
This campaign was a team effort where we came up with the idea concept, designed and executed it, then later sold it in at the Mars Agency to their client Pepperidge Farm. The clients loved it! They bought the idea and later this campaign launched in stores Nationwide in the Fall of 2017.
Partners: Elyse Marcinkowski (AD) and Raphael Manigault (AD)
Campaign date 2016-2017
Goldish and Pepperidge Farm encountered a common misconception among parents -
"That the vibrant colors of their Goldfish® snacks are artificially colored with toxic dyes."
That is not the case. Pepperidge Farm takes pride in what goes in their Goldfish® crackers and they are made with REAL ingredients that parents can feel good about! Like real cheese and colors sourced from plants, such as watermelon, beets, sweet red peppers, paprika, annatto extracts. Never using artificial flavors and preservatives.
Goldish and Pepperidge Farm came to us to help them spread the word to parents nationwide that their snacks are made with real ingredients and colored from natural sources. And we did that by creating the story of Squirt in a new choose-your-own adventure type story that millennial Moms and their kids can experience together!
When kids are born they are empty pallets. Every choice that they make helps to define who they are.
Parent's love their children and love helping guide them as they make those choices. Along with love helping them make good choices, like when it comes to what healthy food to eat.
Pepperidge Farm Goldfish recognized a common misconception among parents — that their snacks aren’t made with real, quality ingredients. They want to correct that perception, rebuild trust, and highlight the real ingredients behind Goldfish, helping parents feel confident about the snacks they serve.
To clear up this perception we'll be engaging millennial Mom's in a way that feels nostalgic to them. By creating a choose your own adventure type story and creating an experience that Mom's can enjoy along side their children.
Introducing "Are you my color? Squirts Journey" This campaign is centered around a new colorless goldfish character named Squirt. Squirt is on a journey to discover her color and needs Mom's and their kid's help to determine what color she will be.
We'll be transporting Mom's back to their childhood with their kids and take them on an adventure to choose the next color. Along this journey kids and parents will learn about how Pepperidge Farm and Goldfish use real ingredients and source all their colors from plants.
Meet Squirt!
Squirt meeting other goldfish and asking how can she find her color.
