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THE SNACK THAT JINGLES BACK
SAATCHI & SAATCHI, New York / GOLDFISH / 2023
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the radio or audio work.
Starting with the iconic Goldfish jingle, the lyrics then change to point out how catchy the simple jingle is and to show that other words can fit the music. In subsequent versions, we declare the night has been “jingle hacked” by our earworm and invite everyone to give in and share their own lyrics on Twitter using #GOLDFISHJINGLE.
Translation. Provide a full English translation of any audio.
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Background:
Goldfish crackers are known and loved by kids and teens, but adults tend to forget about the snack they once loved. To get a generation of adults to come back to a snack they grew up with we decided to reach them through one of their top passions, music, and do it during the biggest night of music: The GRAMMYs. We set out to reconnect with adults by reminding them how great the iconic Goldfish jingle, “The Snack that Smiles Back”, they grew up with really is but this time with a twist.
Describe the Impact:
- Earned 734MM total impressions in less than 1 week
- The campaign garnered 6.7MM impressions and 76.4K engagements on Twitter alone
- #GoldfishJingle garnered 11.8M views on TikTok through influencer videos, duets and users chiming in
- #GoldfishJingle was trending at #6 on Twitter during the night of the GRAMMYs
- #GoldfishJingle was trending over popular artists and celebrities like Doja Cat, Tyler the Creator, and GRAMMYs host Trevor Noah
- The campaign was an instant earworm that dominated social conversation. People loved it and people loved to hate it, but most importantly, people were talking about it. The sentiment was 80% positive/neutral, 20% negative.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
The Goldfish Jingle aired for 20 years and is iconic to Gen Z, who often comment on and make their own versions of the jingle on social media.
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