Goldfish Go

Pepperidge Farm is taking over Canada's streets via a partnership with Snapchat.


You know what’s more eco-friendly than fishing (and doesn’t require a boat, to boot)? Hunting around town for augmented reality (AR) fish.

That’s the concept behind Goldfish’s new AR “scavenger hunt.” It’s the first time Snapchat has partnered with a brand to create a gamified world lens.

The new AR campaign, which launched last week, challenges Snapchat users to search around their real environment to find 10 Goldfish Flavour Blasted crackers. The Goldfish are hidden behind 3-D objects overlaid through the Snapchat camera.

It’s kind of like Pokémon Go, but instead of Charmander, you’re chasing Xtreme Cheddar. Instead of Squirtle, you’re searching for Sour Cream and Onion. And instead of Weedle, you’re hunting down the Wild White Cheddar. You win by catchin’ ‘em all (all 10 Goldfish, that is) and you can take your own goldfish-style selfie.


Client: Pepperidge Farm Goldfish (Campbell Company of Canada)
Media agency: Spark Foundry
Media partner: Snap