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2026 One Show - The Indies
Tiny Float
Agency Mischief @ No Fixed Address / Brooklyn + Goldfish + Spark Foundry + Zeno Group
Client Goldfish
Category
Public Relations
Annual ID
OS26_ID046B
Background
Goldfish crackers have been beloved by American families for over 60 years. With its small size and small smile on each cracker, it was famous for its ability to draw a smile out of anyone - seeing it become a staple of the school lunchbox, the backseat of cars on road trips and swapped at school lunch tables.
In the 2020s Goldfish widened their market. From families exclusively, towards the growing young adult snacking market. Engaging them with Harry Potter partnerships, new dill pickle flavor variants, and buzzy attention grabbing stunts (like renaming Goldfish to Chilean Sea Bass to make it seem more sophisticated).
However, as wallets tightened throughout 2025 families cut their snack spending. Goldfish had to find a way to recapture the attention of this core family audience who was starting to look elsewhere. .
Because as much as Goldfish was a staple, sometimes a staple can fall out of mind.
And in fact, the largest reason for parents not buying Goldfish anymore wasn’t anything to do with price, flavor, or that their kids didn’t like it - 23% of parents said the reason they stopped buying Goldfish... is that they just forgot.
We needed to remind as many households with kids as possible that Goldfish brings the biggest smiles while also making the brand top of mind and impossible to forget at their next grocery run.
In the 2020s Goldfish widened their market. From families exclusively, towards the growing young adult snacking market. Engaging them with Harry Potter partnerships, new dill pickle flavor variants, and buzzy attention grabbing stunts (like renaming Goldfish to Chilean Sea Bass to make it seem more sophisticated).
However, as wallets tightened throughout 2025 families cut their snack spending. Goldfish had to find a way to recapture the attention of this core family audience who was starting to look elsewhere. .
Because as much as Goldfish was a staple, sometimes a staple can fall out of mind.
And in fact, the largest reason for parents not buying Goldfish anymore wasn’t anything to do with price, flavor, or that their kids didn’t like it - 23% of parents said the reason they stopped buying Goldfish... is that they just forgot.
We needed to remind as many households with kids as possible that Goldfish brings the biggest smiles while also making the brand top of mind and impossible to forget at their next grocery run.
Creative Idea
Goldfish needed to make a splash.
To somehow show up at a time and place that families would be, and find a way to steal the show.
If only there was an event that 35 million people watched (the most outside of a sporting event) and was watched by primarily families…
Oh wait, The Macy’s Thanksgiving Day Parade.
But it's hard to stand out in an environment where every brand and entertainment brand is trying to make noise. We knew it was going to be an arms-race for entertainment; who can have the biggest float, biggest balloons, biggest celebrity moments to try and “win” the day.
Big. Big. Big.
Our idea.
Instead of going big, let’s go small. Very small. The smallest, in history.
Introducing the Littlest Float, the smallest float in Macy’s Thanksgiving Day Parade history. Reflecting the simple truth at the heart of the Goldfish brand: sometimes the smallest things create the biggest smiles.
Measuring only 14 Goldfish crackers long, we hoped the playful unexpectedness would make parents laugh, and its small size would make children smile.
To somehow show up at a time and place that families would be, and find a way to steal the show.
If only there was an event that 35 million people watched (the most outside of a sporting event) and was watched by primarily families…
Oh wait, The Macy’s Thanksgiving Day Parade.
But it's hard to stand out in an environment where every brand and entertainment brand is trying to make noise. We knew it was going to be an arms-race for entertainment; who can have the biggest float, biggest balloons, biggest celebrity moments to try and “win” the day.
Big. Big. Big.
Our idea.
Instead of going big, let’s go small. Very small. The smallest, in history.
Introducing the Littlest Float, the smallest float in Macy’s Thanksgiving Day Parade history. Reflecting the simple truth at the heart of the Goldfish brand: sometimes the smallest things create the biggest smiles.
Measuring only 14 Goldfish crackers long, we hoped the playful unexpectedness would make parents laugh, and its small size would make children smile.
Insights & Strategy
Goldfish is known for its small size, its iconic smile, and the fact that it can bring smiles to the whole family.
Knowing we needed to break through, we couldn’t rely on saccharine cheesy smiles (there’d be enough of that already at the parade) we needed to draw a smile from the unexpected.
There are few moments in culture that parents and children tune in in equal measure, and we hoped that if parents would understand that the littlest things would create the biggest smiles, that they’d be reminded of their love of Goldfish.
At an event defined by excess, we saw an opportunity to zig while every other brand zagged. We leaned into Goldfish’s core brand truth coupled with a distinctive brand asset: smallest snack, creating the biggest smile.
Knowing we needed to break through, we couldn’t rely on saccharine cheesy smiles (there’d be enough of that already at the parade) we needed to draw a smile from the unexpected.
There are few moments in culture that parents and children tune in in equal measure, and we hoped that if parents would understand that the littlest things would create the biggest smiles, that they’d be reminded of their love of Goldfish.
At an event defined by excess, we saw an opportunity to zig while every other brand zagged. We leaned into Goldfish’s core brand truth coupled with a distinctive brand asset: smallest snack, creating the biggest smile.
Execution
Executed within just a six week production timeline, the Littlest Float launched quickly but made a huge impact.
Measuring just 14 Goldfish crackers long, the float was brought to life at a record breaking small scale. Its placement within the lineup maximized broadcast visibility going live at a prime time in the parade. It created a striking visual contrast against the towering floats around it ensuring people were quick to pay attention and the joke landed instantly for millions watching live and at home.
Beyond the live parade moment, we amplified the idea across 16 bespoke social assets designed to extend the messaging before, during and after parade day. We partnered with family friendly creator Janie Ippolito to amplify the float and messaging with behind the scenes content in the lead up and spotlight its debut in real time.
Additionally two key assets, one from @goldfish and one from our influencer partner, were strategically boosted to drive incremental reach.
Coverage of The Littlest Float also extended far and wide across broadcast coverage and earned media. The inherent charm of “the smallest float in history” made it highly shareable, driving organic conversation without heavy paid reliance and even led to a collaboration moment with Green Giant and a collaboration with RAM, whose toy truck helped pull the Littlest Float.
Measuring just 14 Goldfish crackers long, the float was brought to life at a record breaking small scale. Its placement within the lineup maximized broadcast visibility going live at a prime time in the parade. It created a striking visual contrast against the towering floats around it ensuring people were quick to pay attention and the joke landed instantly for millions watching live and at home.
Beyond the live parade moment, we amplified the idea across 16 bespoke social assets designed to extend the messaging before, during and after parade day. We partnered with family friendly creator Janie Ippolito to amplify the float and messaging with behind the scenes content in the lead up and spotlight its debut in real time.
Additionally two key assets, one from @goldfish and one from our influencer partner, were strategically boosted to drive incremental reach.
Coverage of The Littlest Float also extended far and wide across broadcast coverage and earned media. The inherent charm of “the smallest float in history” made it highly shareable, driving organic conversation without heavy paid reliance and even led to a collaboration moment with Green Giant and a collaboration with RAM, whose toy truck helped pull the Littlest Float.
Results
What started as the smallest float in parade history became one of the biggest cultural splashes of the year.
The Littlest Float didn’t just make waves – it dominated the national conversation, capturing headlines and shifting the focus of parade coverage. In a spectacle typically defined by who can go biggest, Goldfish earned widespread attention for doing the exact opposite: going smallest.
The campaign generated 7.5 billion earned media impressions, fueled by extensive digital, social, and broadcast coverage. From headline features in top-tier national outlets including TODAY, AdAge, USA Today, and Fast Company to more than 500 segments across top DMAs nationwide, the fully integrated media moment reached audiences everywhere they consume content.
Beyond widespread broadcast momentum and national coverage, The Littlest Float campaign helped expand Goldfish’s media footprint and unlock fresh audiences. The campaign was mentioned in nine new media outlets that the brand has not been covered in previously – an especially notable achievement for a name like Goldfish, who is well accustomed to widespread media attention.
Social alone drove +1.7 million organic impressions, demonstrating the inherent shareability of the idea without excessive paid support. The campaign achieved a +90 net social sentiment score, making it one of the best performing initiatives in recent Goldfish history.
The Littlest Float became more than a campaign – it became a cultural story the media couldn’t stop talking about. After years of Goldfish expanding beyond family-focused moments, Goldfish successfully re-entered the conversation at the most important family moment of the year, reminding parents nationwide that when everyone else goes big, sometimes the smallest things truly bring the biggest smiles.
The Littlest Float didn’t just make waves – it dominated the national conversation, capturing headlines and shifting the focus of parade coverage. In a spectacle typically defined by who can go biggest, Goldfish earned widespread attention for doing the exact opposite: going smallest.
The campaign generated 7.5 billion earned media impressions, fueled by extensive digital, social, and broadcast coverage. From headline features in top-tier national outlets including TODAY, AdAge, USA Today, and Fast Company to more than 500 segments across top DMAs nationwide, the fully integrated media moment reached audiences everywhere they consume content.
Beyond widespread broadcast momentum and national coverage, The Littlest Float campaign helped expand Goldfish’s media footprint and unlock fresh audiences. The campaign was mentioned in nine new media outlets that the brand has not been covered in previously – an especially notable achievement for a name like Goldfish, who is well accustomed to widespread media attention.
Social alone drove +1.7 million organic impressions, demonstrating the inherent shareability of the idea without excessive paid support. The campaign achieved a +90 net social sentiment score, making it one of the best performing initiatives in recent Goldfish history.
The Littlest Float became more than a campaign – it became a cultural story the media couldn’t stop talking about. After years of Goldfish expanding beyond family-focused moments, Goldfish successfully re-entered the conversation at the most important family moment of the year, reminding parents nationwide that when everyone else goes big, sometimes the smallest things truly bring the biggest smiles.
2026 Awards
Bronze Pencil
Credits
Agency
Mischief @ No Fixed Address / Brooklyn
Media Agency
Spark Foundry
PR / Marketing Agency
Zeno Group
Client / Brand
Goldfish
Director
Rebecca Venick
Strategist
Kate Thomson
Associate Creative Director, Art
James Leake
Associate Creative Director, Copy
Vanessa de Beaumont
Creative Director, Copy
Jenn Page
ECD, Partner
Bianca Guimaraes
Kevin Mulroy
Group Creative Director, Art
Danny O'Connor
Group Creative Director, Copy
Chase Doutre
Jr. Art Director
Abe Tullis
Jr. Copywriter
Mia Shumway
Senior Producer
Sam Moross
Social Strategist
Vicente Lugo
Account Executive
Sofia Tasolides
Account Executive, Earned Media
Kara McKiernan
Account Supervisor
Grace Engler
Morgan Miller
Assistant Account Executive
Kate Bantle
Associate Director
Jessica Yukich
Associate Director Social Strategy
Paige Zidek
Awards Director
Erica Watts
Business Manager
Elly Lupi
CCO, Partner
Greg Hahn
EVP, Strategy
Ed Gunn
Executive Vice President
Jamie Dammrich
Jennifer Byrnes
Executive Vice President, Earned Media
Courtney Pischke
Group Account Director
Lauren Lagasi
Nicole De Ravel
Head of Brand, Zeno US
Allison McClamroch
Head of Development
Oliver McAteer
Head of Production, Partner
Will Dempster
Head of Strategy, Partner
Jeff McCrory
Manager
Emily Perlman
Managing Director
Tyler Harris
President, Partner
Kerry McKibbin
Senior Account Supervisor
Marisa Ganley
Senior Account Supervisor, Earned Media
Georgia Goodman
Senior Vice President
Ebony Jones
Jason Kogut
SVP, Account Director
Lynn Fogarty
Vice President
Angeline Hunwick
VP Social Strategy
Tori Ofenlock
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