- Just in time for back-to-school, snack brand Goldfish is resurrecting its “Snack That Smiles Back” brand platform.
- The campaign, which includes video, social and out-of-home, portrays the fish-shaped snack cracker as a celebrity of sorts, posing for a photo shoot and appearing as a guest on a late-night talk show.
- The effort is meant to capitalize on the goodwill parents have for the brand, as well as their nostalgia for the brand platform, which was originally introduced in 1997
“The Snack That Smiles Back remains deeply associated with Goldfish, making it a powerful foundation to build upon,” said Jill Pratt, chief marketing officer at The Campbell’s Company. “This campaign modernizes that equity while introducing fresh creative that feels relevant today.”
The campaign uses stop-motion animation to bring the cheese-flavored crackers to life. In the lead social media execution, a Goldfish cracker prepares for a photo shoot. After being told to smile for the camera, the Goldfish, wearing a hat, pearls and sunglasses, asks if the photographer is getting her “real cheese side.” The photographer responds that every side is a “real cheese side” for the snack.
A second interaction features a Goldfish-hosted late-night talk show. After introducing his guest, the host reveals to the audience that the guest has been eaten. A final 30-second spot, set to run on streaming, depicts two students in a school lunchroom imagining what is going on inside the bag (it’s the photoshoot) before grabbing Goldfish and eating it.
“The Snack That Smiles Back has long been one of Goldfish’s most recognizable brand platforms,” Pratt said. “As we looked at ways to continue evolving the brand for today’s families, we saw an opportunity to build on that legacy with a modern creative approach that feels relevant for today’s parents.”
