Goldfish was mostly known as a kids snack. But with many on-the-goon-the-go snacking occasions coming to a halt, we had to appeal to adults to grow its leadership status within the snacking category.


We found the biggest hands in the NBA, Boban Marjanovic, and had him grab as many Goldfish as he could in a TikTok video. Then, we asked everyone on TikTok to Beat Boban and #GoForTheHandful. To incentivize submissions, we announced the winner would become our Official Goldfish Spokeshand. Our TV spots featuring Boban counting Goldfish, along with all other ads, drove to TikTok.