An April US campaign by Pepperidge Farm’s Goldfish Crackers invites basketball fans to test their own ‘goldfish-grabbing skills’ against the largest hands in the NBA in an integrated campaign led by TikTok and fronted by NBA stars and best friends Boban Marjanovic and Tobias Harris.
The former Toronto Raptors teammates star in a campaign which combines consumer behaviour with social media hottest platform in a bid by the brand to reach a new teen and young adult audience.
Launched on 6 April and running through to 25 April, the Campbell Snacks brand’s #GoForTheHandful TikTok Challenge asks consumers to socially duet with the 7ft 4-inches tall Boban Marjanovic and see if they can hold more Goldfish in their own hands than the player with ‘biggest hands in basketball’.
The campaign kicks off with a launch video in which Marjanovic holds a total of 301 crackers in one hand and which challenges viewers, hoops lovers and brand fans to post their own videos to TikTok with the hashtags #GoForTheHandful and #Contest to see how they match up.
The 25 most creative videos will scoop a special edition autographed ‘Boban Size’ giant bag of Goldfish crackers and one lucky TikToker will be crowned the official ‘Spokeshand’ of Goldfish and, as such, will win free Goldfish crackers for a year as well as appear in future social media content from the brand.
The TikTok challenge is just one strand of a campaign which also includes a set of new TV commercials and video content all centered around friendly competition between best friends Harris (currently a forwward for the Philadelphia 76ers) and Marjanovic (who now plays for the Dallas Mavericks).
The campaign, created by agency Saatchi & Saatchi, includes two 30-second TV spots, 5 15-second digital cut down spots, the #GoForTheHandful Challenge on TikTok, plus TikTok influencer content and social media posts.
“We like to think there’s no friendlier snack than Goldfish, our crackers literally smile, so we loved the idea of reuniting basketball best friends Tobi and Bobi for the campaign,” said Campbell Snacks Chief Marketing Officer Janda Lukin. “The inspiration for the challenge came from the insight that 40 percent of Goldfish crackers are consumed by adults, and the preferred way to eat them is by the handful.” The challenge was developed in partnership with TikTok and features their creators in Duet videos taking on Marjanovic. “We can’t wait to see how our fans get creative with the challenge.”
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According to Lukin, this hoops-themed, ambassador-led multi-channel marketing campaign is part of a Pepperidge Farm snack targeting tweak to focus on the whole family – which includes adults, as well as the previous parent/child key focus.
“We’ve always talked to parents, and we’re definitely not moving away from that. But nearly half of our consumption already comes from adults, so we know it’s a snack for the whole family and we feel there is a big, untapped, audience out there for a campaign like this,” Lukin explained.
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