For the activation, the brand transformed Valet Auto Wash in Manahawkin, N.J.Photo: Courtesy of Goldfish
The family-friendly activation brought the brand’s “Be Like Goldfish” platform to life. Upon arrival, drivers enjoyed a complimentary car wash featuring orange suds along with an interior vacuuming to clean up any Goldfish crumbs, of course. Afterward, roadtrippers visited the giant Flavor Wall to create a snack mix from 15 different flavors of the snack crackers.
“We launched the Goldfish Retrieval Service just in time for peak road trip season to celebrate Goldfish as the ultimate road trip companion. We know that snacking on Goldfish brings smiles and playful vibes to any car ride, but that sometimes they get a little messy,” explained Danielle Brown, vice president of marketing for Goldfish, citing a survey by video network GSTV, which reports that 83 percent of folks are hitting the road this summer.
For the activation, the brand transformed Valet Auto Wash in Manahawkin, N.J. “It was the perfect moment and location to bring the Goldfish Retrieval Service to life,” said Brown, adding that the Jersey Shore is one of the top destinations for families in the summer.
The activation was developed by creative agency Mischief @ No Fixed Address with paid media support from Spark and PR from Zeno Group.
To transform the traditional car wash into a branded immersive experience, Goldfish, which is owned by the Campbell Soup Company, had to rethink everything, “from the visuals and signage to the tastes and even scents, which we did through fun interactive elements like orange suds and Goldfish-shaped air fresheners,” explained Brown. “It was a creative challenge that allowed us to surprise and delight beachgoers in a memorable way, especially with our first-ever Flavor Wall.”
For those outside New Jersey, Goldfish also launched limited-edition bright orange Goldfish Crumb Camouflaging Car Mats with Goldfish-shaped treads, which sold out. Each order included a box of the new Flavor Blasted Xtra Cheddar crackers.
“Goldfish are a road trip essential—beloved by families, always smiling, and sometimes scattered across the backseat. The Goldfish Retrieval Service turns that everyday mess into a moment of playful delight: a free car cleaning plus a chance to restock your snack stash at the first-ever Goldfish Flavor Wall. It’s the car wash you didn’t know you needed, brought to you in the most Goldfish way possible,” Vanessa de Beaumont, associate creative director at Mischief @ No Fixed Address, said in a statement.
“The response was incredible” to the one-time activation, which welcomed more than 1,000 cars, shared Brown, adding that “we’re exploring how we might bring it to life again.”
VENDORS
Car Wash: Valet Auto Wash
Creative Agency: Mischief @ No Fixed Address
Experiential Agency: Hunters Point
Paid Media Agency: Spark
PR Agency: Zeno Group
Social Media Agency: PXP
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