Listen to this articleThe basics:
- Campbell’s to feature Rao’s, Goldfish floats in the Macy’s Thanksgiving Day Parade
- Rao’s revives Pasta Knight float after Campbell’s $2.7B acquisition
- Goldfish unveils parade’s smallest float, inspired by “Snow Day” ad
- Campbell’s aims to grow Rao’s into a $1B brand and expand its snack portfolio
Two of Camden-based The Campbell’s Co.’s most popular brands are poised to return to the Macy’s Thanksgiving Day Parade Nov. 27.
During the festivities, Rao’s Homemade will bring back its “Pasta Knight” float. Meanwhile, Pepperidge Farm Goldfish will unveil the smallest float ever in the history of the 99-year-old parade.
“Pasta Knight” debuted in 2024. It depicts a knight with a cheese-grater shield riding a horse made of pasta fighting a fire-breathing dragon in a medieval Italian village. The brand’s inaugural float came just a few months after Campbell’s acquired its parent company for $2.7 billion.
As part of the deal with Macy’s, the float will ride in the parade for the next three years, CNN reported. Financial terms of the partnership weren’t released. However, CNN noted that having a float in the parade generates the “equivalent of $2.25 million in advertising for a brand.”
The ‘Ultimate Pasta Night’
Ahead of this year’s parade, Rao’s teamed up with television host and author Jenna Bush Hager to promote typically hectic Thanksgiving Eve as “Ultimate Pasta Night.”
The campaign included giveaways of kits filled with “all the necessities needed to enjoy the perfect meal.”
In a statement, Hager described Rao’s as her “go-to sauce because it instantly elevates any meal and my family loves it.”
“That’s why Rao’s is helping me turn the night before turkey day, and all that chaos that comes with it, into the Ultimate Pasta Night. A night where I have the time to pause and spend time with my people over a great tasting meal with amazing quality ingredients,” she said.
The move comes as Campbell’s hopes to turn Rao’s into a $1 billion brand. It also coincides with the company’s larger push to grow beyond its traditional soup business into snacks, sauces and beverages.
Swimming along
Meanwhile, Goldfish will return to the parade for the first time in more than a decade.
Called “The Littlest Float,” the display stands just under 8 inches tall, adorned with to-scale Goldfish crackers. A small Goldfish-themed radio-controlled truck will pull the float.
According to the brand, the design took inspiration from its popular “Snow Day” commercial. The spot features cheerful Goldfish crackers enjoying a snowy winter scene.
In a statement, Goldfish Senior Marketing Director Mike Fanelli said, “Goldfish is the fish-shaped snack adored by all ages, and there’s no better place to share the smallest snack with the biggest smile than at the Macy’s Thanksgiving Day Parade. It’s a joyful reminder that even the tiniest things can bring the greatest joy during the holidays, and we’re honored to share this moment with Goldfish snackers everywhere.”
Macy’s Parade Producer Jordan Dabby said, “We’re thrilled to welcome Goldfish back to this year’s iconic celebrations with the smallest float in the parade’s history. It may be tiny, but this float is bursting with fun and ready to make a big impression for live spectators in New York City and fans tuning in from coast to coast.”
As a $1 billion brand, the fan-favorite, fish-shaped baked treat accounts for a quarter of Campbell’s snack portfolio. By 2027, the Camden-based food giant expects the cracker to become its largest brand, with $1.3 billion in sales.
Now in its 99th year, the Macy’s parade’s lineup will feature 18 giant helium balloons, 33 mid-sized balloons, 29 floats, 33 clown groups, 11 marching bands and 5,000 volunteers.
Scheduled performers include:
- Ciara
- Foreigner
- Lil Jon
- Kool & the Gang
- Busta Rhymes
- Mickey Guyton
- Teyana Taylor
- Jewel
- Debbie Gibson
- Drew Baldridge
- Matteo Bocelli
- Colbie Caillat
- Gavin DeGraw
- Meg Donnelly
- Christopher Jackson
- Darlene Love
- Roman Mejia
- Taylor Momsen
- Calum Scott
- Shaggy
- Lauren Spencer Smith
- Luísa Sonza
The Radio City Rockettes – as well as casts from Broadway shows like “Buena Vista Social Club,” “Just In Time” and “Ragtime” – will also provide entertainment. Musical performances from the singing voices of Netflix’s hit animated original film “KPop Demon Hunters” are scheduled, as well.
