Goldfish Turns Megabytes into Mega Bites in the Metaverse

Want a free pack of new Goldfish Mega Bites? You’ll need to head to the metaverse. This week, Goldfish is launching its new Mega Bites crackers with a metaverse experience that invites consumers to turn digital crackers into a free bag of real-life Goldfish Mega Bites. The program is the latest extension of the ‘Mega Bites not Megabytes’ campaign which features a quirky robot addressing an audience of fellow bots, warning them that new Goldfish 'Mega Bites' are delicious crackers for humans, not 'megabytes,' the digital unit of information, for robots.

The virtual experience brings users to 'Mega Bites Mountain', a massive cheddar mountain in the metaverse’s popular Decentraland platform. Here, players can mine for Goldfish Mega Bites and claim a coupon for a real-life pack. Players who collect all 22 digital crackers will also earn a special edition 'Goldfish Megabytes' Wearable. You can check it out at here. 

Goldfish's first foray into the metaverse is aimed at its digital-savvy adult audience. Being one of the most popular metaverse platforms on the block chain, Decentraland focuses on a virtual reality world experience to allow users to create, engage with, and the ability to monetise their content and applications.  

“At Campbells we’re always pushing ourselves to explore new channels. Given the recent growth in popularity of the metaverse, particularly amongst millennial adults, it was an interesting way for our brand to connect to a new audience. And the campaign big idea of ‘Mega Bites not Megabytes’ made it the perfect fit.” said Paloma Bentes, marketing director – snacks at Campbell Company of Canada.

Created by Zulu Alpha Kilo in partnership with Metaverse Architects, the metaverse activation is the latest instalment in a 360 campaign that includes three online spots, a 3D out-of-home billboard at Yonge and Dundas, and bespoke social assets running across Meta, Snapchat and TikTok. A programmatic digital buy geared towards those with affinities to gaming will promote the metaverse experience.

Goldfish Mega Bites are now available in grocery chains across Canada with the campaign running through the fall. Media was planned and bought by Spark Foundry, with PR efforts led by Proof Strategies, and in-store POS by The Mars Agency.