Halo Top

Captivating Content for Halo Top

Halo Top Ice Cream is a delicious treat, giving its consumer’s a sense of indulgence while conserving calories. They seek to establish themselves as the premium “Better for You” dessert.

The Halo Top Ask:

Halo Top wanted to align their “Better for You” premium dessert positioning with custom content, leveraging the credibility of a publisher partner with well-established authority in the space. This content was intended to deliver brand awareness, promote a new product launch, and drive consideration across their entire portfolio.

Mediasmith’s Approach:

We partnered with Conde Nast to develop a holistic content program with SELF & Glamour including an event series, custom videos & articles, an interactive quiz, social & influencer posts, and pre-roll/display.

A “Checking In” SELF event series was the central pillar of the campaign, focusing on holistic wellness.  As well, on Glamour, Halo Top launched their Easy Eating vertical, showcasing trendy foods for summer – aligned to their new Fruit Pops product.

Learnings and Results:

• The program drove significant lifts in unaided brand awareness (+23 points) and purchase intent (+11 points)
• Pre-roll lifted brand and product attributes and custom videos lifted favorability, purchase, and recommendation intent
• Lift was seen across the total audience, but significantly with W25-54 showcasing strong publisher/brand alignment

“I wanted to thank you and recognize your work on the Halo Top brand…you guys were super-smart, super-responsive, and super-stewards of our brand. “Chelsea Parker / Sr. Marketing Manager