A new campaign from Campbell’s Goldfish Crackers is focusing on young-at-heart snackers, and looking to breakthrough to Pinterest’s core Gen Z audience. The strategy behind the campaign is to reach audiences who are maturing, while maintaining their sense of vibrancy, adventure and playfulness. Goldfish is using the Pinterest Collages ad format to connect with and inspire engagement with this target demographic.

Collages allows advertisers and Pinners to create collages from cutout images, creating vibrant images popular with Gen Z. In fact, 72% of Collage creators are Gen Z, which is the core Pinterest audience, representing more than 40% of the user base. In addition, Pinners save Collages at three times the rate of other ad types.

Collages ads aren’t currently shoppable in Canada and are now being used as a mid funnel approach to drive awareness.

Susanne Hartkorn, brand manager for Campbell’s Goldfish crackers, says, “Pinterest is known for showcasing emerging trends and subcultures, making it a go-to platform for Gen Z audiences. Goldfish is excited to be the first brand in Canada to leverage the platform’s new Collages ad format to resonate with this audience and foster a sense of community through the use of group boards and collaborative projects. As Gen Z grows older, we’re excited to meet them where they are to encourage these adult snackers to keep their child-like spirit alive.”

Goldfish Collages feature the brand in different situations, showing how Goldfish crackers are the perfect snack for their every adventure. The campaign launches August 15 and runs in line with back-to-school from through September. It kicks off with a Pinterest Spotlight takeover, in feed video and static ads in addition to Collages.

Spark Foundry is the media agency on the campaign. Creative for the in-feed ads is from Zulu Alpha Kilo and Collages creative is handled by Pinterest’s creative partners at OLS.