“The Snack That Smiles Back” inspired Mischief’s latest work for the brand, whose goal was “to show that Goldfish is a snack parents can feel good about giving their kids,” said Mischief associate creative director Chris da Roza.

“It made us wonder, why are the Goldfish smiling? What’s happening inside those bags that makes them so happy?” he said. “It became an opportunity to show that there’s plenty about Goldfish that makes both kids and parents smile.”

Goldfish named Mischief as its creative agency of record in 2024.

The agency kicked off its account win by rebranding the brand as “Chilean Ses Bass” to court adult snackers, a move the company claims resulted in widespread PR exposure and record sales growth.

And on tax day (April 15), the team invited parents to complete a Goldfish Parent Tax Return to receive two free bags of snacks to settle their snack debt.