A playful, gamified launch that turned years of Canadian craving for Phish Food into a nationwide “fishing” adventure fans could actually join.‍

Challenge

Phish Food had built cult status among Canadian Ben & Jerry’s fans, yet it wasn’t officially available in Canada. Anticipation was high, and the launch needed to reward loyal fans while introducing the flavour to new audiences in a way that felt celebratory, not just commercial.‍

Insight

Phish Food already had a built-in story. With its chocolate fish and band-inspired name, the flavour naturally connected to the idea of fishing and playful pursuit. Instead of simply announcing availability, we could turn the craving itself into the experience.‍

Idea

#GoPhish — a teaser-led, gamified launch that invited Canadians to “fish” for Phish Food through a digital treasure hunt inspired by the classic card game Go Fish. The campaign positioned the flavour as something to be discovered, not just purchased.‍

Execution

A craft-led social rollout brought the concept to life through stop-motion Vine videos at the peak of the platform’s popularity. We built an in-house Vine Studio to rapidly produce content, with every animation custom illustrated and animated frame by frame. Teaser posters, including an award-winning visual of a spoon bent into a fish hook, built intrigue and guided fans toward the interactive #GoPhish game.‍

Impact

The campaign transformed the launch into a participatory moment for fans. Engagement was strong, and demand quickly exhausted the promotional pints allocated for winners. Award recognition for the teaser poster further validated the idea, helping position the Canadian debut of Phish Food as a cultural moment rather than a simple product release.‍

‍