2023 Halo Top - Say Halo to Summer — Ashley Harsen

Say Halo To Summer 360° Campaign

Halo Top had lofty goals for Summer 2023 - the task was to amplify brand awareness by urging people to “Say Halo To Summer”; pursuing the activities that they love while also keeping their health goals intact with surprisingly delicious light ice cream. I was lucky enough to produce the 360° creative campaign that resulted employed both a massive nation-wide sampling component alongside a big PR splash in order to reach as many people as possible in multiple ways.

The Say Halo To Summer campaign resulted in 15 multi-day ice cream sampling events, each in different cities throughout the US across the 8 weeks of summer, which resulted in 24k+ samples being handed out, 46k+ brand interactions with the public, and 87k+ impressions across all 15 events.

In parallel, we brought into creation the Pint Pack - a never-before-seen luxury bag + insulated cooler hybrid that is uniquely Halo Top. In partnering with world class Product Designers from the Pratt Institute of Design, PTR Design Studio and Interwoven Design Studio, we were able to move through conceptual design, product design, prototyping, and manufacturing phases at record-breaking speeds. What would normally have taken 6-12 months to prepare, we were able to have in customers’ hands in less than 3 months. The Pint Packs had a BIG splash when announced, with 900M+ PR impressions and sold out from the custom-produced microsite in 1 minute from release.

Both efforts, along with the accompanying live action and graphic animation social media assets, resulted in a wildly successful summer campaign for Halo Top, and reflected in a boost in sales during the summer season.