Media Edge: Goldfish prepares to launch Crisps in January 2024

Media Sales Lead: Goldfish just announced it will launch Goldfish Crisps in January 2024. This is the brand's first-ever product made with potatoes, but of course, Crisps are fish-shaped. The snack comes in three flavors: Sour Cream and Onion, Cheddar, and Salt & Vinegar. Crisps' suggested retail price is $4.79 and will be available nationwide. The brand's DMs believe this will help improve sales and boost brand awareness. 

Key Lead Takeaways: Product launches commonly lead to increased ad spend and campaigns, so start reaching out now to offer ad space. Goldfish has been ramping up digital spend for the past several years while decreasing national TV spend. The brand typically allocates the majority of its digital ad dollars toward H2 and it spreads TV dollars evenly throughout the year. 

Target Demographic: Gen-Zers & Gen-X/millennial parents

Key Spend Notes:

• Top spending period: Q3
• Media planning period: Q4
• Media buying period: Q1

National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Goldfish under Snack Foods**

• 2023 YTD Spend: $10.6m
• 2022 STP Spend: $15.8m
• 2022 FY Spend: $17.2m
• 2021 FY Spend: $27.5m

Ad Flight Breakdown (by spend): Goldfish has aired eight spots in 2023; the top five were "Can I Get a Handful?," "Hand Dish: Silly Tobi," "Tiny Handful: For Bobi," "The Goldfish x Boban Hand Dish: All Star Hands," and "Boban Hand."

Top Daypart (by impressions): Primetime, Early Fringe, Day Time, Weekend Afternoon, and Late Fringe AM. 

Top Networks (by spend): ESPN, HGTV, BRAVO, ESPN 2, and USA Network. 

Top Shows (by spend): NBA Basketball, SportsCenter, 9-1-1, The Jennifer Hudson Show, and House Hunters. 

Top Industry/Vertical Spenders (by spend): Cheez-It (10%), Pringles (7%), 365 (7%), Doritos (6%), and Nature Valley (6%). 

Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Goldfish under Crackers & Breadsticks**

2023 YTD Spend: $15.7m
2022 STP Spend: $11.4m
2022 FY Spend: $12.2m
2021 FY Spend: $4m

2022 Ad Flight Breakdown:

• Q1 2022 Spend: $2.7m
• Q2 2022 Spend: $3.2m
• Q3 2022 Spend: $3.6m
• Q4 2022 Spend: $2.7m

Impressions: 2.3b

Top Ad Types (by spend): Instagram (87%), YouTube (9%), and Facebook (4%). 

Top Purchase Channels: Direct (100%).

Top Publishers: instagram.com, youtube.com, and facebook.com. 

Top Industry/Vertical Spenders: Ritz Crackers (53%), Triscuit (27%), Cheez-It (9%), Pepperidge Farm (6%), and Kellog (1%). 

Top Creative (by spend; see below): Pathmatics reports that 63 creatives have run during 2023 (note that not all creatives debuted in 2023).

Additional channel insights  

• Goldfish also invests in local broadcast.