When we teamed up with OLD BAY seasoning to create OLD BAY Goldfish, it sold out quicker than any limited edition flavor we’d ever made. Those who got their hands on them, bought them in bulk and hoarded them until the bitter end. But because it was a limited run, thousands of fans missed out, and they weren't shy about letting us know. The heartbroken fans, sent us hundreds of tweets, messages, emails, and calls — begging us to bring them back.

To announce the re-release of OLD BAY Goldfish, we poured fans’ heartbreak into a song—Lisa Loeb’s 1994 #1 hit “Stay (I Missed You).” We rewrote the lyrics with the real pleas we’d received from heartbroken fans, turning their heartbreak into a hit.

To bring back OLD BAY Goldfish in an epic way and reignite the frenzy around the limited edition flavor that so many people missed out on last time, we gave our most earnest fans a voice. But not just any voice—Lisa Loeb's voice. Her heartbreak anthem, "Stay (I Missed You)", was the perfect choice. Besides its status as an iconic work of 90's nostalgia, the yearning and heartbreak expressed in the original song mirrored the feelings of OLD BAY Goldfish fans. The song's "You say..." structure also lent itself to expressing what our fans actually said.

The way OLD BAY Goldfish fans articulated their love for the product was more intense than anything we could have come up with ourselves. So to apologize for their disappearance, we decided to turn their own words into a tribute to announce the return of OLD BAY Goldfish. We spent weeks combing through over 600 data points in the form of emails, Tweets, voicemails and DMs we received, choosing the best ones to turn into new lyrics. To appeal to our 90's obsessed young Millennial audience, we turned to the TikTok trend of reviving a classic hit to help revive our hit LTO. We eventually landed on "Stay (I Missed You)" a song that perfectly encapsulated how our fans were feeling.

We partnered with Lisa Loeb to meticulously recreate her song and music video. We spent weeks combing through over 600 emails, Tweets, voicemails and DMs we received, choosing the best ones to turn into new lyrics. When it came time to create our video, no detail was too small, from the set design and props, to Lisa’s outfit (including her iconic glasses). We even framed it in a nostalgic 4:3 aspect ratio. In addition to our long-form music video, we created several TikTok versions that included the true reactions of fans trying OLD BAY Goldfish.

Our Year 2 campaign for OLD BAY Goldfish became the most successful limited edition flavor release ever, even outselling the most popular year-round Goldfish SKUs.

Results:

Avg Weekly Dollars per Store Selling: $43.22 (+63% v Y1)

Avg Weekly Units per Store Selling: 15.61 (+25% v Y1)

Increased social media sentiment for OLD BAY Goldfish by 10% compared to previous campaign

5.2B+ earned media impressions,+66% vs. previous “OLD BAY Goldfish”

616 earned placements

+74% Media Engagement vs benchmarks

Earned metrics were a result of top-tier placements on outlets such as Food & Wine, All Recipes and AdAge. Placement breakdown:

117 online placements, 4.8B+ online impressions (Cision)

70 earned social placements, 38M+ earned social impressions (Newswhip)

52 broadcast placements, 53M+ broadcast impressions (Cision)

377 press release placements, 278M+ press release impressions (Cision, PRNewswire)

Broke performance benchmarks:

+138% TikTok FVR benchmark

+61% YouTube VCR benchmark

+55% Meta VVR benchmark

+25% Snapchat VVR benchmark