Boban Marjanović is famous for having the biggest hands ever in the NBA, and for holding the biggest handful of Goldfish ever, 301 crackers in a single handful. So for our endorsement deal with him, we decided to turn his iconic hand into a dish for Goldfish, enabling everyone to hold a Boban-sized handful. And, because the biggest NBA endorsement deals are sneaker collabs, we treated it just like a big sneaker drop — revealed in a :30 film featuring Boban during the NBA All Star Game and hyped across his social channels leading up to the drop on 3/01.

For decades Goldfish was known as a snack for kids. Our challenge was to convince adults that Goldfish is a snack for them. We discovered adults eat Goldfish by the handful while kids eat Goldfish one at a time, so we set out to prove to adults that Going for a Handful of Goldfish is the best way to enjoy Goldfish Crackers.

People eat Goldfish by the handful. And no one can hold as many as Boban Marjanović, the NBA player with the biggest hands. Many tried, and failed. So we decided to give them a hand. Literally. With the Goldfish x Boban Hand Dish, an exact replica of Boban’s hand, made into a dish that holds 301 Goldfish. And because the biggest NBA endorsement deals are sneaker collabs, we treated it like it was Boban’s first NBA sneaker drop. Kicking off with films featuring Boban, we teased the collab during NBA All Star Weekend, before revealing it on Sunday, during the game. From there we used Boban’s influence, and top sneakerhead channels, to hype it on social leading up to the big drop on 3/01. Where over 29,000 people entered the drawing, just so they could eat Goldfish like Boban.

Goldfish was looking to reach new, Gen-Z and Millennial audiences with our “Go For The Handful” messaging. So we created the Goldfish x Boban Hand Dish to specifically tap into NBA & Sneakerhead culture. Through social listening we discovered many of our fans were sneakerheads. We decided to build upon their interest in sneaker culture by treating our launch like a big NBA sneaker drop. We marketed to them on social media in a way they’re familiar with, and gave them direct access to try and get their hands on one through an online drop on 3/01. All to experience what it’s like to hold the greatest handful of Goldfish ever held.

Starting with a teaser during NBA All Star weekend, we captured our audience’s attention with what seemed to be a new sneaker drop from fan favorite NBA player, Boban Marjanović. Fans immediately began speculating and requesting multiple pairs of the mysterious collab. The next day, during the game, the full :30 film aired and revealed the Goldfish x Boban Hand Dish to the world, letting everyone know it was dropping on 3/01. Over the following days, we hyped it on Boban’s social channels, featured it on both HypeBeast and Complex, and had sneakerhead influencers react to it. All driving to our site where people could set a reminder for the drop. Finally, on 3/01 at 3:01 PM, the dish dropped and fans were able to enter a drawing for a chance to win one.

The continued partnership with Boban and the hype of the Hand Dish drop combined to help Goldfish reach and engage new adult consumers. The activation reached 945MM total media impressions; engaged 64k site visitors who visited Goldfish’s Hand Dish website in the days leading up to and on the day of the drop; and achieved 29K sweepstakes entries, all of which were people over 18 years old.

As part of their brand endorsement deals, NBA players are known for releasing custom sneakers. We took the same “drop” culture approach to unveil and release our Hand Dish.