Campbell Snacks: Go for the handful

Goldfish, a cracker snack brand, increased sales among young adults in the US during the COVID-19 pandemic by launching a viral TikTok challenge that asked people to show how many Goldfish crackers they could fit in one hand.


We had 4 main objectives for this new brand platform:

  1. GET YOUNG ADULTS TO BUY MORE GOLDFISH CRACKERS. We had to broaden our appeal and increase household penetration among 18–34 yr olds.
  2. Goal: increase total HHP behind a significant growth from...