Built and performed by Puppet Island, Richard the Raccoon became an instant breakout character after debuting during the 2023 Oscars in Goodfood’s “Raccumentary” campaign. Created for Goodfood and agency John St., the scrappy anti-spokesraccoon struck a chord online, generating major social sharing, press coverage, and so many fan requests that Goodfood eventually released a limited-edition Richard puppet for sale.
The campaign expanded onto product packaging, digital advertising, and social media, helping turn Richard into a recognizable mascot for Goodfood’s “Be Good-er” platform. The campaign was featured in major advertising publications including LBB, Campaign Canada, and AdForum.
