A protein-based dessert company that values breaking societal expectations and removing the guilt that may come with treating yourself. Halo Top values self-love, putting yourself first, fun and quirky advertising & doing it all with a fresh and bright color palette.
With the opportunity to become a staple in a young adult’s freezer, this campaign will target the young, active, Gen-Z audience that isn’t aware of this perfect protein-packed product.
Don’t indulge. Don’t break your diet.
Don’t this, don’t that. Wanting to eat healthier doesn’t have to mean saying goodbye to the things you love.
We love ice cream so much, that we decided to make tasty desserts that should be eaten in one sitting and definitely not shared. Because a sweet treat is even sweeter when it’s guilt-free.
THE INSIDE SCOOP
THE INSIDE SCOOP
Extra Extra Read All About It: There’s no need to restrict yourself from the ice cream aisle this new year.
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Scene: Two best friends have a conversation in their apartment. Becca is ranting and Shelly just got back from a workout.
Shelly walks into the apartment holding a yoga mat and wearing a workout set. It’s early evening.
Video Concept (0:45)
Shelly pictured:
Dialogue:
Shelly: “Becca I’m home!!!”
Becca comes running from the other room: “Thank GOD! WHERE HAVE YOU BEEN???”
Shelly doesn’t react and sets her mat down and heads to the kitchen: “I was at yoga?”
Becca: “Oh yeah. Anyways. So you know how Justin and I have been seeing each other?” *Becca is following Shelly around and speaking very fast*
Shelly opens the fridge up and grabs a pint of Halo Top: “Wait the ‘he-made-you-split-the-check’ Justin that you’ve gone on 2 dates with?”
Becca: “Yes! Him! Emma told me that she heard from Michelle that Justin is back together with his ex! And then I stalked his Instagram…”
Shelly sits down on the couch and begins eating her ice cream skeptically, but supports Becca as she says: “Ok wait start from the top. Emma or Michelle said what?”
Their conversation turns timelapse as the room dims and the sun goes down. Becca is animatedly explaining her Instagram stalking skills while Shelly eats from her pint of Halo Top. The sped-up recap returns to normal speed as Becca says:
Becca: “So yeah basically I’m done with him.”
Shelly: “Ah NOW I see” as she smirks and sees her pint is empty.
Becca, noticing Shelly has probably been more interested in her ice cream than her story says: “Did you just eat that entire thing???”
Shelly: shrugs** “It’s Halo Top”
Tagline shows with the logo for Halo Top. Seen to the right.
End.
Social Media Activation
Run to the (Halo) Top
2 parts:
Part 1: Influencer Campaign
Part 2: #RuntotheTop Races
Influencer: Reneé Noe
Reneé Noe is an influencer who has generated a large following due to her running videos. Reneé started her own run club in which she tells her followers to DM her if they are in certain cities and she meets up with them to go on a run. She is perfect to launch the #RuntotheTop campaign for Halo Top because she is young, caters to an active audience and enjoys traveling, which is vital for this campaign.
The Launch
Reneé will receive a PR package to establish her partnership with Halo Top. She will be paid to work with Halo Top and post her package to her social media accounts.
The package will include a freezer with a pint of Halo Top, a box mix of Halo Top brownies and a limited edition pair of Hoka shoes that are Halo Top themed.
Reneé will post an unboxing on TikTok of the Halo Top PR package and will use the #RuntotheTop in the caption and tag @HaloTop. Reneé will open the box and at the end she will explain how she has partnered up with Halo Top for a very exciting event that will be announced after the #RuntotheTop social media competition.
Social Media
Reneé will tell her followers to share how they #RuntotheTop by posting a picture of themselves on a run, after morning yoga or anything that involves being active. Alongside that photo they will tag @HaloTop and share their favorite way to eat Halo Top desserts with the hashtag: #RuntotheTop.
Why post a picture of yourself & Halo Top?
Halo Top will not only be reposting the stories and posts they are tagged in, but they will also be giving five PR packages, just like the one Reneé Noe received, to the most creative #RuntotheTop post.
Part 2:
Announcement
After Halo Top chooses its winner of the social media campaign, it will announce and release the signup to #RuntotheTop for just one city. This city will be in a mountainous place such as Colorado, Washington, California, etc. It will post on Instagram, Twitter and TikTok and Reneé will also post explaining how she will be there and will share the link to her followers. Each city will be announced randomly, after a race happens. This will incentivize people to follow Halo Top to stay tuned as well as generate more traffic to their account as people comment what city they want Halo Top to sponsor a race.
Run to the Top Races
Reneé will travel across the U.S. to go to 5 different Halo Top “Run to the Top” Races. Each race will have a route to the top of a mountain or summit. It will be a fun run so anyone can run it, not just those training hard for a half marathon. The entire race will be Halo Top-themed and sponsored. She already generates hundreds of people to show up to her own run club, so this will be building on an already established audience of young adults.
Why run the race?
The first 10 people to finish the Race to the Top will receive the limited edition Hoka shoes as well as a 3-month supply of Halo Top desserts.
The entire point of this campaign is to target a young, active audience and since everyone in the past two years has decided to run half marathons for some reason. The race will be fun, have Halo Top goodie-bags for all contestants and a dance-party at the end of the race.