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.

Objectives

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)

  2. 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.

    3. Goal: increase brand consideration among 18–34

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

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands