The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Film & Video

Goldfish Jingle

Agency Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York

Client Goldfish


Innovation & Transformation / Innovation in Film

Annual ID


About the Work

Taking inspiration from social videos of Goldfish fans rewriting "the snack that smiles back" jingle with their own lyrics, we wanted to invite everyone to reconnect with Goldfish by creating their own versions of the Goldfish jingle during Music's Biggest Night: the GRAMMYs. To kick things off, we created three spots that used an unconventional text-only, sing-along format often found in music videos and karaoke to break down the jingle. Each spot progressively showed how the jingle's lyrics can change to fit any message. We encouraged viewers to adapt the catchy tune to whatever is on their mind and share it on Twitter. This format disrupted the GRAMMYs broadcast with audio repetition, text paired with simple graphics, and a playful bouncing Goldfish cracker while inviting GRAMMYs viewers to engage on Twitter.

2023 Awards

Total Points: 3




Saatchi & Saatchi NY / New York

PR / Marketing Agency

MSL Group / New York

Client / Brand

Campbell's Snack Company / Norwalk

Production Company

The Pub Productions / New York

Music / Sound Production Company

Pickle Music / New York

Media Distribution Company

Spark Foundry / New York

Chief Creative Officer

Daniel Lobaton


Franklin Canales

Account Executive

Ashley Kaika
Grace Boyd-Dias

Account Supervisor

TJ Daigler

Associate Producer

Perry Von Stade

Project Manager

Jessica Nazzareno

Account Executive, Consumer Practice

Katie Garside

Assistant Account Executive

Lana Aboushaar

Assistant Account Executive, Consumer Practice

Meilin Eisengart

Assistant Manager, Consumer Connections

Cat Curtice

Associate Creative Director, Art Director

Erin Evon

Associate Creative Director, Copywriter

Jason Burke

Associate Digital Strategist

Kennedy Crenshaw

Associate Director Performance Media

Jordan Arenas

Associate Director, Content Partnerships

Brittany Johnson

Associate Manager, External Communications

Dana Hanson

Associate Manager, Social Media

Christine Avallon

Associate Marketing Counsel

Lily Becker

Associate Media Director, Client Management

Rebecca Kantor


Sarah Kramer

CMO, Campbell Snacks

Janda Lukin

Composer, Musician

Alexis Estiz

Creative Director, Art Director

Jacopo Biorcio

Creative Director, Copywriter

Daniel Price

Director of Performance Media

Lisa Kuenning

Director, Consumer Connections

Sarah Levine

Director, External Communications & Social Media

Bethridge Toovell

Director, Integrated Production

Tim Legallo

Director, Media & Analytics

Brandon Goodman

Director, Planning & Strategy

Alyssa Papa

EVP, Executive Creative Director

Dustin Tomes


Jennifer Byrnes

EVP, Head of Experience Design

Brian Cronk

EVP, Portfolio Lead

Caitlin Reynolds

IP Counsel

Stephanie Thier

Junior Art Director

Caroline Chase

Junior Copywriter

Malcolm Richardson

Manager Content

Lilly Nunnally

Manager, External Communications

Kara Colety

Manager, Paid Social

Blair Hall

Manager, Strategy Planning

Katie McLaughlin


Dario Calequi


Greg Zimny

Senior Account Executive, Consumer Practice

Shaye Gulotta

Senior Account Manager

Rebecca Hickman

Senior Associate Brand Manager - Goldfish

Maxine Peltz

Senior Business Affairs Manager

Laurie Pascoe

Senior Director, Marketing - Goldfish

Shibani Potnis

Senior Legal Services Specialist

Amy Yann

Senior Marketing Counsel & IP Counsel

Greg Frantz

Senior Vice President, Consumer Practice

Nupur Raghunath

Senior Vice President, Media Strategy

Alan Danzis

Social Strategist

Ali Gomez

SVP, Director, Brand Strategy

Julie Dombreval

Vice President, Consumer Practice

Molly McFerran

VP of Content

Ebony Jones

VP, Director, Strategy

Kevin Stanton

VP, Marketing - Cookies & Crackers

Danielle Brown

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