BFY Opps: Halo Top launches work from new agency partners (Score 29)

Sales Lead: Halo Top (HT) recently launched a campaign with two new agency partners.

• Made with Crispin Porter + Bogusky and GALE, the campaign includes experiential efforts at summery venues such as beaches, parks, outdoor gyms, concerts, boardwalks, trailheads, and pools.
• GALE became HT's lead agency partner in January 2022.
• HT will also launch limited-edition pint-sized bags that can hold pints of ice cream.
• The campaign additionally involves paid media across Instagram, TikTok, and connected TV (CTV).
• The brand will likely:
  • Launch additional new work
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • Better-for-you (BFY) Gen-Z and millennials with a strong female skew
    • Its lower-calorie count and ultra-filtered milk appeal to this audience.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: HT hasn't utilized national TV since 2021, when it allocated around $4.3m toward this channel.
  • 2021 ad programming: Its 2021 commercials targeted Gen-X watching shows such as Forensic Files, Ridiculousness, Below Deck, The First 48, and The Real Housewives of Beverly Hills.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, the ice cream brand has spent roughly $7.5m on digital ads, only about half of the roughly $14.7m spent by this point last year.
  • YTD data: HT has earned ~862m digital impressions YTD via Facebook (52%), YouTube (30%), Instagram (16%), and desktop video (2%) ads.
  • Last year: In 2022, the brand spent approximately $17.3m on this channel, 4% more than the approximately $16.6m spent in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with digital and Facebook ads.
  • ​​​​​​​​​​​​​​​​​​​​​HT holds planning conversations in Q3 and buying conversations in Q4.
  • It also works with influencers.

Additional agency insights:

• Opportunity: Get in touch soon to see if HT is in need of any additional new agency partners.
• Current agency roster:
  • ​​​​​​​​​​​​​​Crispin Porter + Bogusky: Agency partner (2023)
  • GALE: Agency partner (January 2022)
  • Fact & Fiction: Creative, digital, and social agency partner ​​​​​​​
  • View parent company Wells Enterprises's full roster here.

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.