Between Halo Top and Yasso, Frozen Treats Are Hot
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“We’re at least trying to be funny, a little more light-hearted,” Woolverton said of the campaign, its first content beyond social media outreach such as pictures of ice cream, which Woolverton shot himself when the brand got its start. Two ads begin airing Thursday, with two more to follow in July.
Halo Top will still rely on Instagram, Facebook, and other platforms. But running ads on digital video players including YouTube may help it attract shoppers who don’t follow the brand, including those who are not as calorie conscious. Halo Top is working with programmatic agencies to expand its reach.
Woolverton declined to share details on any new flavors or products, citing the competition. “We just have so many copycats out there,” he said. “It’s flattering, but we have companies that don’t even try to hide that they’re just completely a Halo Top clone.”
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