{"id":39617,"date":"2026-09-22T13:59:00","date_gmt":"2026-09-22T20:59:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=39617"},"modified":"2026-09-22T14:02:20","modified_gmt":"2026-09-22T21:02:20","slug":"a-whimsical-refresh-goldfish-pairs-nostalgia-and-quality-in-new-campaign","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/a-whimsical-refresh-goldfish-pairs-nostalgia-and-quality-in-new-campaign\/","title":{"rendered":"A Whimsical Refresh: Goldfish Pairs Nostalgia and Quality in New Campaign"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The Campbell\u2019s Company refreshed its nearly 30-year-old brand platform, &#8220;The Snack That Smiles Back,&#8221; just in time for the back-to-school season. Developed in partnership with agency Mischief @ No Fixed Address, the campaign utilizes whimsical stop-motion spots to blend humor and nostalgia while highlighting key product attributes, including a baked recipe and 100% real cheese. Goldfish\u2019s spot \u201cPhotoshoot\u201d :30 was one of the standouts of this campaign.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the spot.\n<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-1024x576.png\" alt=\"\" class=\"wp-image-39619\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123910\/image2-2.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :30 &#8220;Photoshoot&#8221; delivered overall response (as measured by Ace Score) +85 pts above the snacks one-year category norm, landing in the 95th percentile\u2014an elite result for the category:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Every creative component compared very positively vs snacks benchmarks. Breakthrough (Attention +57 pts and Likeability +73 pts) and Relevance (+71 pts) were top decile strengths with Watchability in the very top percentile. Desire was the single strongest component (+88 pts), followed closely by Change (+80 pts).<br \/><br \/><\/li>\n\n\n\n<li>Information was also a strength (76th percentile), with emotional profiling indicating verbatim response reactions to the Healthy and Prodtastic messaging. Love It response was the top emotional pull, with the Surreal visuals and Nostalgic approach also resonating\u2014this was a logic\u2014and desire\u2014forward ad wrapped in a light, playful emotional package.<br \/><br \/><\/li>\n\n\n\n<li>Brand (16%) was the standout Single Best Thing choice of gen pop U.S. viewers, outpacing the category norm (11%) by +5 pts, and unaided recall reached 90% (an impressive +19 pts above the category norm). The product itself (28% vs. 25% norm) was the single highest-scoring SBT choice by raw share, confirming the overall product appeal.<br \/><br \/><\/li>\n\n\n\n<li>Viewers across gender and generation approved of the creative, and Top 2 Box Purchase Intent came in +6 pts above the snacks norm, reflecting a creative execution that was an all-around success.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"816\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-1024x816.png\" alt=\"\" class=\"wp-image-39626\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-1024x816.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-300x239.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-401x320.png 401w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-768x612.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2-1536x1225.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123925\/image9b-2.png 1993w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Encouragingly, &#8220;Photoshoot&#8221; :30 earned its strongest response among brand considerers (9% of the audience) and current buyers (38%); however, the 49% of viewers who described themselves as lapsed Goldfish users responded at about normative levels to the ad:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Viewer sentiment on the :30 &#8220;Photoshoot&#8221; reflects a strong performer that successfully balanced entertainment, brand building, and product messaging. The whimsical, playful creative approach aligned perfectly with Goldfish\u2019s brand personality and appealed to both children and adults with its blend of nostalgia and animation. The execution of the humor was accessible without being juvenile.<br \/><br \/><\/li>\n\n\n\n<li>Viewers appreciated learning about &#8220;no artificial colors or preservatives,&#8221; and several comments indicated this information was new to them and influenced purchase intent, as intended.<br \/><br \/><\/li>\n\n\n\n<li>Limited &#8220;macabre&#8221; feedback, while minimal (2 comments), touched on an interesting tension in food advertising &#8211; personifying food that gets eaten &#8211; but did not cause concern here.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"647\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-1024x647.png\" alt=\"\" class=\"wp-image-39622\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-1024x647.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-300x190.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-506x320.png 506w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-768x486.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2-1536x971.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123916\/image5b-2.png 1906w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"648\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-1024x648.png\" alt=\"\" class=\"wp-image-39632\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-1024x648.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-300x190.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-506x320.png 506w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-768x486.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b-1536x972.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123936\/image15b.png 1906w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on the :30 &#8220;Photoshoot&#8221;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI really enjoyed the ad and it made me want to buy the product and I normally don&#8217;t buy this particular product. But I am now.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI feel good about this ad because I thought Goldfish used unhealthy dyes and preservatives, but I have learned otherwise today.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI grew up where Goldfish was a staple snack in my house and seeing a commercial like what used to be played on Saturday morning on Disney Channel again was nostalgic.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI thought it was very funny and memorable and I like the talking Goldfish. However, having a child eat the goldfish RIGHT after we hear it talking might be a little macabre. But I liked it.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI like the scenes of the Goldfish crackers being personified. I like the whimsical nature of the commercial as well.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI thought it was funny and imaginative. It&#8217;s like something a kid would be thinking of when playing with their food. My nieces play like that a lot.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI like the photo shoot concept for the goldfish snack cracker. It is a memorable commercial and will bring the product to mind more often.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI like knowing there are no artificial colors in Goldfish. Will be purchasing more for family gatherings that include kids.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe Goldfish photoshoot was so creative and funny. It definitely makes me want some snacks!&#8221;<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI LOVE goldfish and had no idea about artificial dyes, but super good news. I definitely will be purchasing tons more.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cVery entertaining, yet educational. Definitely catch the attention of kids and adults.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Among snack-category intenders, cracker eaters and cookie eaters responded the most positively (+90 pts, +85 pts) but the :30 creative (as well as the :15 cut) appealed across all types of snack intenders:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-1024x534.png\" alt=\"\" class=\"wp-image-39627\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-1024x534.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-613x320.png 613w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1-1536x802.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123927\/image10b-1.png 1914w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Although the :15 &#8220;Photoshoot&#8221; edged out the longer form in overall response, the :30 cemented the Goldfish brand among a higher proportion of viewers and was more persuasive\u2014with these strengths pointing to increased budget behind the :30 cut if possible:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>iSpot Media Measurement reports support only behind the :15 cut through 8\/9\/26.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1024x535.png\" alt=\"\" class=\"wp-image-39625\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1024x535.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-612x320.png 612w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1536x803.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2.png 1914w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"501\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-1024x501.png\" alt=\"\" class=\"wp-image-39629\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-1024x501.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-300x147.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-640x313.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-768x376.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12-1536x751.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123931\/image12.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"518\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-1024x518.png\" alt=\"\" class=\"wp-image-39628\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-1024x518.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-300x152.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-632x320.png 632w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-768x389.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b-1536x777.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123929\/image11b.png 1948w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"400\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-1024x400.png\" alt=\"\" class=\"wp-image-39621\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-1024x400.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-300x117.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-640x250.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-768x300.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2-1536x600.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123914\/image4b-2.png 1984w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Both spots earned above-norm response across age\/gender, ethnicity, and presence of kids, suggesting the :15 could be leaned on for reach and frequency plays, particularly with Black\/African American audiences where it outperformed the :30:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-1024x534.png\" alt=\"\" class=\"wp-image-39624\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-1024x534.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-300x156.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-614x320.png 614w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-768x400.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2-1536x800.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123920\/image7b-2.png 1915w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-1024x535.png\" alt=\"\" class=\"wp-image-39618\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-1024x535.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-612x320.png 612w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2-1536x803.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123906\/image1b-2.png 1913w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-1024x534.png\" alt=\"\" class=\"wp-image-39623\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-1024x534.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-613x320.png 613w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2-1536x802.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123918\/image6b-2.png 1914w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Although the &#8220;Photoshoot&#8221; ads rank highest in overall response among snack ads over the past 90 (and 180) days, Planters and Ritz drove higher consumer intent with ads first aired in June of this year:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-1024x535.png\" alt=\"\" class=\"wp-image-39633\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-1024x535.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-612x320.png 612w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b-1536x803.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123939\/image16b.png 1915w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"520\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-1024x520.png\" alt=\"\" class=\"wp-image-39631\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-1024x520.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-300x152.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-631x320.png 631w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-768x390.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b-1536x779.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123935\/image14b.png 1949w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The &#8220;Photoshoot&#8221; creative executions earned the highest overall response from consumers among all Goldfish ads tested over the past 5 years:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, the 2024 &#8220;Together&#8221; campaign for the brand\u2019s Goldfish + chips mashups (Goldfish flavored Crisps) sparked higher Top 2 Box intent.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1024x535.png\" alt=\"\" class=\"wp-image-39625\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1024x535.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-612x320.png 612w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-768x401.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2-1536x803.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123923\/image8b-2.png 1914w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"518\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-1024x518.png\" alt=\"\" class=\"wp-image-39630\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-1024x518.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-300x152.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-632x320.png 632w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-768x389.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b-1536x777.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/09\/22123933\/image13b.png 1950w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px\"><i>Creative Agency: VMLY&#038;R<\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Campbell\u2019s Company refreshed its nearly 30-year-old brand platform, &#8220;The Snack That Smiles Back,&#8221; just in time for the back-to-school season. Developed in partnership with agency Mischief @ No Fixed Address, the campaign utilizes whimsical stop-motion spots to blend humor and nostalgia while highlighting key product attributes, including a baked recipe and 100% real cheese&#8230;. Read More<\/p>\n","protected":false},"author":26,"featured_media":39640,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"class_list":["post-39617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights","tag-creative-outcomes"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=39617"}],"version-history":[{"count":3,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39617\/revisions"}],"predecessor-version":[{"id":39639,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39617\/revisions\/39639"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/39640"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=39617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=39617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=39617"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=39617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}