Goldfish crackers swim into Hong Kong market

Client: Campbell Soup Asia 

Agencies: Y&R, MEC, F&S Multimedia  

Market: Hong Kong

Name of campaign: 'The snack that smiles back'

Campaign scope: TVC (with Chinese subtitles and with English subtitles), print, outdoor, promotional event activations

Details:

The Pepperidge Farm Goldfish TVC stars animated, smiling fish-shaped crackers and a Cantonese-language jingle tailor-made for local audiences. This is a treatment picked by agency Y&R Hong Kong to position the product as a loveable buddy for kids and a trusted snack for parents and caregivers.

The TVC, with more than 365,000 views as of today, shows the fishy crackers having a whale of a time playing on a child’s desk, while also reminding parents and caregivers that they are “baked, not fried” and “made with real cheese”—unique selling points over competitors. 

Arthur Chan, account director, Y&R Hong Kong:

Usually, with big, well-known clients such as Goldfish, local agencies simply adapt assets from global. However, we wanted to ‘resist the usual’ by creating our own materials for Hong Kong. We conducted extensive background research on children and parents here to create targeted and relevant ads suited to local tastes. We’re very glad to have had our client’s trust and be given the opportunity to make this happen.

While it's not hard to see young ones becoming enthralled with singing, smiling fish that also happen to be crunchy, we think the orange-juice-carton-like packaging might confuse parents in the supermarket aisle. 

Y&R CREDITS:

Creative director: Patrick Wong
Senior art directors: Kit Yu, Joke Wong
Art director: Kevin Cheung
Senior copywriter: Ada Chan
General manager: Eric Choi
Account director: Arthur Chan
Senior account executive: Jackie Ma
Director: Tommy Tom
Producer: Thomas Leung