Basketball fans and peckish consumers were invited to claim their own ‘Goldfish x Boban Hand Dish’ – enabling them to literally eat their favourite snack right out of the hand of the NBA ‘biggest’ star’s hand – in a new sweepstakes style US campaign from the Pepperidge Farm brand.
Staged to lean into hoops culture around sportswear sneaker and jersey drops, the initiative launched on 1 March at exactly 3:01pm (Eastern Time) and revolved around a limited edition Goldfish dish modelled as an exact replica of brand ambassador and Serbian Centre Boban Marjanovic’s 10.75-inch hand – the largest in the league – which can hold 301 individual Goldfish crackers.
.
The slightly tongue-in-cheek marketing push, developed with creative agency Saatchi & Saatchi, offers fans a chance to experience for themselves what it’s like to have their own giant professional basketball sized handful of Goldfish crackers.
The branded dish is positioned as a one-of-a-kind piece of sports and brand memorabilia for sports fanatics, Houston Rockets supporters and snack fans alike.
It was spearheaded by a hero spot called ‘All Star Hand: The Goldfish x Boban Hand Dish’ which rolled out across the brand and player online platforms from 20 February.
Backed by supporting social content and a PR push, the limited time sweepstakes was open at all US adults and the creative sought to drive viewers online to find out more and enter via the hashtags #GoldfishHandDish, #Boban301 and the website atit.ly/GFHandDishRules.
The campaign was created for and briefed in by a brand and marketing team at the brand’s parent Campbell Soup Company which included Chief Marketing Officer Janda Lukin, Vice Presidents Danielle Brown and Chris Tutor, ND Director Sarah Levine, Associate Manager Cat Curtice, Marketing Director Shibani Potnis, Brand Managers Jenny Huang and Maxine Peltz, Communications Director Bethridge Toovell, PR Kara Colety, Manager Lara Nicotra, Associate Manager Christine Avallon, Media Director Brandon Goodman, Assistant Manager Dana Hanson, Associate Manager Haley Sifen and Manager Prabu Chandrasekaran.
The lead creative agency was Saatchi & Saatchi where the group working on the project included Chief Strategy Officer Raig Adolf, Chief Creative Officer Daniel Lobaton, Executive Creative Director Dustin Tomes, Associate Creative Directors Erin Evon and Jason Burke, Art Director Jill Archibold, Copywriter Zach Schweikert, Vice President Caitlin Reynolds, Group Director Jimmy Van Meter, Account Handler TJ Daigler, Account Executives Jane Schecterson and Lana Aboushaar, Project Manager Jessica Nazzareno, Strategy Directors Praveen Vaidyanathan and Kevin Stanton, Strategist Ali Gomez, Director Of Production Tim Legallo, Producers Samantha Berry and Natalie Zeller, Digital Producer Katie Watt, Designers Ralph Bachir and Franklin Canales, Director Of Business Affairs Robin Oksenhendler, plus Business Leads Laurie Pascoe and George Sylva.
Further input came from agencies Creative License, PXP, Spark Foundry and Zeno, with production run by Stink Films and Gentle Giant with Director Traktor, plus production design by Zing How Design, post and VFX by Harbor Picture Company and sound by Pickle.
Comment
This campaign is a follow-up to 2021’s ‘Goldfish By the Handful’ initiative which challenged fans to guess how many individual Goldfish NBA Star Boban Marjanović could hold in his hand.
Leave a comment
You must be logged in to post a comment.