Our target, Gen Z, can't get enough of Hello Kitty — so Goldfish decided to collaborate for her 50th Anniversary. But we weren't the only ones, so we knew we had to find an authentic intersection between our two iconic brands. Instead of simply leveraging her IP, we created a product that was authentic to Hello Kitty's character — with a strawberry shortcake graham cracker.

The objective of the campaign was not only to sell the limited-edition product, but to lift the brand's perception with the target audience and increase their social media engagement with the brand.

In order for true, passionate fans of Hello Kitty to engage with our campaign, we knew we had to seamlessly integrate Hello Kitty into the Goldfish world. So we created a Strawberry Shortcake iteration of the Hello Kitty character. Not only did it bring something new to the Hello Kitty world, but it also put this unique new flavor of the Goldfish front and center.

Our target audience was Gen Z, so naturally a social media campaign was the most efficient way to achieve our objectives of marketing the Hello Kitty x Goldfish limited-edition product and increase our social media presence with the target. In the United States, Hello Kitty is recognized by more than 80% of our target audience of young adults (age 18-24).

Because both Goldfish and Hello Kitty are iconic, we knew we could create some fervor by teasing out this campaign on social media before launching it, which we were able to do by simply combining the icon of our Goldfish with the iconic bow of Hello Kitty. For the launch, we used a single post placed in Feed, Stories, and Reels placements to drive efficient reach and frequency and build brand love on the platform amongst Hello Kitty fans. The execution was so authentic, Sanrio (the creator of Hello Kitty) said they couldn't have executed it better themselves.

The campaign delivered the best performing social asset in Goldfish (and all of Campbells Brand) history.

546K impressions, the most Goldfish has ever seen on a single IG post.

89K engagements, the most Goldfish has ever seen on a single IG post.

Teaser post achieved the highest-ever engagement rate in Goldfish history (24.3% ER vs 9.9% BM).

Estimated +230 new followers.

And the DTC link sold out in only 1 hour and 15 mins.

Had 2 organic shares from Tinx (1.5M followers on TikTok and 554K followers on IG).