Ad Age expanded its “Creativity Top 5” series to include new roundups of our favorite special-interest campaigns and ideas from brands. This week, we look at some of the latest innovations in the food and beverage space. Visit our site each Thursday for a new list of niche campaigns from the past month, and catch up on all of our Top 5 rankings here. 

5. A big hand for Goldfish

A year after fans guessed how many Goldfish crackers Dallas Mavericks center Boban Marjanović could fit in his 10.75-inch hand (it was 301), the snack brand is offering fans the chance to win a replica of Marjanović‘s considerable mitt for use as a snack dish. An online sweepstakes running this week is giving out 100 replica Boban x Goldfish hand dishes. The promotion, part of the Campbell Soup Co. brand’s #GoForTheHandful campaign, comes from Saatchi & Saatchi.

4. Karaoke King

In a move that acknowledges the phenomenal buzz around its updated jingle, Burger King made a karaoke version of “Whopper Whopper” available on social media platforms such as TikTok, allowing creators to have it their way with fast food’s catchiest earworm. The release of a karaoke version followed the brand dropping two versions of the track on Spotify in early February. The drop, which the brand said (in song) came in lieu of a Super Bowl ad, comes from Burger King and OKRP, the agency that won the brand’s account last year. Burger King then released an official remix after its original “Whopper Whopper” track was played more than 1 million times on Spotify.

Read more about ‘Whopper Whopper’

3. Twix’s ‘Philosophical chickens’

Two chickens calmly debate which came first—the cookie or the cookie dough—in a witty new spot for Twix and its new Twix Cookie Dough bars. The “Philosophical Chickens” spot comes from DDB Chicago and was directed by Ulf Johansson. The commercial follows a similar spot from last year in which two bears calmly discuss eating twins enjoying a Twix bar on a camping trip. Twix is running 15-second versions of “Philosophical Chickens” nationally, along with six-second social cutdowns.

2. Thinking cap

Bears can run up to 40 miles per hour. Post-it notes were invented by accident. Advertising affects buying decisions of 70%-80% of shoppers. These facts read like the underside of a Snapple bottle cap but were actually creations of an artificial intelligence engine deployed by the drink company—and may one day themselves make it on Snapple bottle caps. The Snapple “fAIct generator” utilizes the generative AI tool ChatGPT to combine adjectives and subjects inputted by users and spits out pithy facts. Snapple has been printing “real facts” on its caps for 20 years. The brand worked on the stunt with Deutsch LA.

Read more: Ad Age's AI marketing glossary

1. Back at One

Chili’s Grill & Bar is promoting its opening price-point “3 for Me” meal deals behind R&B singer Brian McKnight, who appears in a new ad as a mild-mannered waiter who breaks into a menu-lyrical version of his 1999 hit “Back at One” when explaining the deal to diners. The work from Mischief @ No Fixed Address, and with support from Coca-Cola, is appearing on Chili’s YouTube channel, along with 30-second versions on Instagram, Facebook, and TikTok.