Goldfish crackers are getting a spirited, all-inclusive makeover just in time for LGBT Pride month.
The iconic Pepperidge Farm brand unveiled a revamped logo, featuring multicolored fish in a nod to the rainbow flag, in a June 2 Adweek article. The new logo, which will appear on select Goldfish Colors variety packages in stores across the country, includes the tagline: “Smiles For All Families.”
Goldfish’s support for the LGBT community extends beyond packaging. The brand will also sponsor Pride parades in five U.S. cities — New York, Philadelphia, Cincinnati, Minneapolis/St. Paul and Norwalk, Connecticut — along with movie nights and other activities in each location. Meanwhile, officials are also launching a social media effort, asking consumers to share images of their families on Facebook, Twitter and Instagram with the hashtag #ForAllFamilies.
In an email, Pepperidge Farm Chief Marketing Officer Chris Foley told The Huffington Post that the move was more than just a business decision. He also hopes the message of Goldfish’s new effort resounds beyond the last Sunday in June.
“For nearly 20 years, Goldfish has been ‘the snack that smiles back,’ and in 2016 and moving forward, we want to underscore that Goldfish brings smiles to all families,” he said.
Foley also noted that the effort was “at the heart of who we are,” and, in fact, Pepperidge Farm and its parent company, Campbell’s Soup, have been outspoken supporters of the LGBT community for some time. Last year, Campbell’s put the spotlight on two gay dads and their 3-year-old son, along with many other families, in their “Made for Real, Real Life” ad campaign.