DESIGNER

Kate Gough

PROFILE/DESCRIPTION

Goldfish crackers, a popular and well-renowned snack, are manufactured by Pepperidge Farm, a division of the Campbell Soup Company. Pepperidge Farm was founded in 1937 in Fairfield, CT. Since then, it has expanded into a multibillion-dollar, global corporation. It sells a wide variety of snacks ranging from bread to crackers and cookies. The product that this ad campaign is for is Goldfish, fish-shaped crackers with a small imprint of an eye and a smile. Goldfish come in an assortment of flavors, with 36 in total, ranging from Cheddar to Vanilla Cupcake. Goldfish crackers have become a staple snack for most children due to it’s playful shape and motto, “The Snack That Smiles Back!” However, more recently, new and “riskier” flavors have been brought forth, hoping to appeal to an older audience as well. Some of these flavors include Sour Cream & Onion, Cheddar Jack'd, and Xtra Cheesy Pizza. Pepperidge Farm’s goal is to bring happiness to both children and adults by manufacturing intricately made snacks of quality. The snack, Goldfish, is meant to be fun and memorable. 
 

This ad campaign is going to be scattered across Mono County, California. I chose this location because of the large number of adults and families that live there. There is also a variety of supermarkets that all sell Goldfish. The market segment group that lives here has midscale income, meaning that Goldfish are an easily accessible snack, and are typically younger than 55, which is our primary target audience. 

 

Brand advantages:
Affordable 
Available 
Fun
 

Brand attributes:
Iconic 
Tasty 
Simple
 

Brand experience:
Convenient 
Easy 
Nostalgic 
Friendly 

 

GOALS

After seeing the posters, I want people to crave Goldfish. In addition to making people want to go out and buy Goldfish, I want the posters to be visually pleasing and original. I also plan to highlight the fact that Goldfish has a variety of flavors suitable for all ages and people.