Goldfish has been diving headfirst into what’s trending. The brand is expanding its consumer base from children to Gen Z and millennials, taking fads and adding personal twists that range from new partnerships and flavors to creating competitions on Twitter and TikTok.

The brand’s campaign strategy “starts with listening and understanding where people are,” said Janda Lukin, senior VP and chief marketing officer for Campbell Snacks, the division of Campbell Soup Co. that oversees the fish-shaped snack food. This includes “having fun and being a little surprising.”

When Goldfish saw through TikTok that older consumers eat its product by the handful, it created a #GoForTheHandful campaign, said Lukin. This entailed partnering with NBA basketball players to see who could fit the most goldfish in their hands. The campaign focused on Dallas Mavericks center Boban Marjanović, who found that he can fit 301 of the brand’s crackers in his palm in a TikTok video that generated more than 31 million views. Consumers were encouraged to make videos of themselves holding the crackers and duet their creations with Marjanović’s video. The push also saw other athletes such as pro basketball player Tacko Fall get involved (and lose to Marjanović.)

Goldfish has also leapt into the 90s nostalgia trend by partnering with clothing brand JNCO to create a pair of jeans released with its limited-edition Jalapeño Popper flavor in September. 

In addition, the food brand is experimenting with flavors, partnering with Old Bay seafood seasoning in May as well as bringing a bigger, cheesier version of Goldfish, “Megabites,” that it said was for “Grown Up” tastes, according to Lukin in a press release. Goldfish plans to put out a limited run of a sweet edition in a future partnership with an undisclosed brand.