"TikTok has become a key element of all of our marketing campaigns because we truly see it as a source of excitement, engagement and inspiration for so many people—and an incredibly authentic way for Goldfish to connect with people.”

– Janda Lukin, Chief Marketing Officer, Campbells Snacks

Few foods are actually eaten by the literal handful, but Goldfish dared fans to cram theirs full of the little crackers. Recognizing that adults love them—and often end up eating the ones they buy for their kids—the beloved brand knew kitchen cabinets across the country were stocked with Goldfish and used a friendly competition to get playful adults to reach for them. To kick it off, the Dallas Mavericks’ Boban Marjanović palmed 301 Goldfish. The 7’4” center has the biggest hands in the NBA—and a subreddit dedicated to pictures of him holding things. Creator partners answered Boban’s #GoForTheHandful challenge—including dancer and choreographer Taylor Pierce, whose 5.2 million viewers watched her top out at 110 crackers. “I really like when the creative control is given to the creator,” Pierce says. “I see so many ads that don’t feel like ads when we get to still be authentic to our personal brands.” Boban’s TikTok hit 1 million views in 12 hours, and the campaign topped 10 billion views in three days, spurred on by TV, digital, and social ads that drove viewers to TikTok to join the contest, including spots starring Boban's buddy and former teammate Tobias Harris.

"Shake things up—change is hard, but you only succeed by getting comfortable with being uncomfortable."

– Janda Lukin, Chief Marketing Officer, Campbells Snacks

Q&A with Janda Lukin,

Chief Marketing Officer, Campbells Snacks How did this come to be a TikTok-first idea?

TikTok’s inherently playful nature attracts “young at heart” adults. It also has scale: Over half of TikTok’s 110 million monthly users are adults. With these insights, we knew TikTok would be the perfect platform to activate, reach, and engage Goldfish’s target audience.

What was TikTok’s impact on your brand?

TikTok helped us changed the way adults looked at Goldfish. The days of Goldfish solely being a children’s snack are no more. And we made the world engage in a light-hearted challenge during a difficult moment in time. We were able to accomplish the very thing the Goldfish brand is known for—making people smile.

What lessons did you learn from the campaign?

A great insight paired with a simple, straightforward execution and an easy and accessible consumer call to action can yield unbelievable results. And leveraging two best friends like Boban and Tobias provided a genuine connection that reflected the fun and friendliness of Goldfish to a new audience. Their goofy and charming bromance sparked a cult following and inspired fans to participate in the #GoForTheHandfulChallenge.

What superlative would you give to TikTok?

Most Authentic.

"I choreograph every dance with a different feeling based on the music or sound I use. I feel that lets me uniquely connect to consumers because they can uniquely connect to my dances."

– Taylor Pierce