On behalf of the client Campbell Soup Asia, Y&R Hong Kong launched Pepperidge Farm Goldfish crackers with a whimsical TV commercial 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 has 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 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 more than 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,” said Arthur Chan, account director for 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.”
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.”
Creative director: Patrick Wong
Senior art directors: Kit Yu and 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
Media agency: MEC
Production House: F&S Multimedia Company