This new OLD BAY Goldfish cracker campaign has been launched with the help of signer Lisa Loeb and her iconic 90s anthem as a way to commemorate the return of the snack product. The campaign consists of Loeb recreating the music video for her song Stay (I Missed You), but swapping out much of the original lyrics for social media praises from consumers who love the seasoned crackers. The campaign takes a decidedly humorous approach to the snack product, and is expected to be a hit amongst Gen X and Millennial consumers who will remember Loeb's anthem fondly.
SVP and Chief Marketing Officer of Campbell Snacks Janda Lukin spoke on the OLD BAY Goldfish campaign saying, "Goldfish fans made it clear — they love this flavor and wanted it to stay, so we brought it back. Their praise read like a love song, so we created one featuring actual fan posts about their passion for Old Bay Seasoned Goldfish. They're back — and this time accompanied by the love ballad they deserve."
What Makes This Trend Stand Out
- Nostalgia Marketing
- Opportunity for brands to use nostalgia to appeal to Gen X and Millennial consumers
- User-generated Content Campaigns
- Opportunity for brands to use social media content from fans to build brand experiences
- Humorous Branding
- Opportunity for brands to use humor in advertising to attract younger consumers
Sectors Adopting This
- Food and Beverage
- Opportunity for food and beverage brands to use nostalgia to market products and build brand loyalty
- Entertainment
- Opportunity for entertainment brands to use nostalgia marketing to attract audiences
- Advertising and Marketing
- Opportunity for advertising agencies to develop campaigns that resonate with younger consumers through nostalgia and humor
