Goldfish: Go For the Handful

Julie Dombreval, Kevin Stanton

Goldfish, a snack brand, launched a campaign in the US to increase total HHP, increase brand consideration, and increase engagement rate through social channels.

Campaign details

Brand: GoldfishBrand owner: Campbell Soup CompanyEntrant company: Saatchi & Saatchi New YorkIdea creation: Saatchi & Saatchi New YorkMarket: USASector: Savoury snacks, potato chipsMedia channels: Competitions & contests, Online video, Programmatic display, Social media, TV & Connected TV, Word of mouth, InfluencersBudget: 5 - 10 million

Executive summary

Goldfish has been a kids’ favorite snack for decades. But when COVID-19 hit, on-the-go and school snacking occasions disappeared overnight. Goldfish had to establish itself as a snack that’s not just for kids, but also for adults.

We found that adults...

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