Y&R Asia Helps Goldfish Crackers Make a Splash in Hong Kong

On behalf of client Campbell Soup Asia Ltd., Y&R Hong Kong has launched Pepperidge Farm Goldfish crackers with a fun TVC starring animated fish and a jingle tailor-made for local audiences. 

A brand with 53 years of heritage and the number one kids’ cracker in the United States, Goldfish is entering the Hong Kong market for the first time; print, outdoor and promotional event activations are set to follow. 

Y&R Hong Kong positioned Goldfish as a loveable buddy for kids and a trusted snack for parents to give their children. The TVC shows the smiling fish-shaped crackers having a whale of a time playing on a child’s desk, while also reminding parents or caregivers that the snack is “baked, not fried” and “made with real cheese” – its unique selling point over competitors.  After the TVC was uploaded to YouTube, it obtained over 200,000 views in just two weeks.

“Because Goldfish is a brand that inspires fun, we wrote a catchy jingle to accompany the ad. This helped aid recall, and was also an entertaining song for kids to enjoy,” explained Arthur Chan, Account Director, Y&R Hong Kong.

“Usually, with big, well-known clients such as Goldfish, local agencies simply adapt assets from global,” said Chan. “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.” 

Added Patrick Wong, Creative Director of Y&R Hong Kong, “Nowadays both children and parents in Hong Kong are under great pressure with busy school schedules or extra-curricular activities. A commercial with lovely animation and a memorable tune not only grasps attention and soft-sells the product in a more effective way but, hopefully, also adds a little sparkle to people’s busy lives and relieves their stress.”