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 households without kids (objective: +1 pt HHP non-kids)

  3. BE RELEVANT BEYOND OUR KIDS' CORE TARGET. We had to drive brand affinity with teens and young adults, and create a modern bond with them not solely based on nostalgia.
  4. Goal: increase brand consideration among 18–34

  5. SOLIDIFY OUR ICONIC STATUS IN CULTURE. We had to engage this new audience in...

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