#HALO TOP ICE CREAM CODE#
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#HALO TOP ICE CREAM CODE#

This strategy initially involved reaching out to a number of relatively small and medium-sized fitness influencers, and asking them to sample the ice cream or offer a discount code to their followers. It initially chose to shun traditional media spend, investing its budget into targeted ads on social media platforms like Facebook and Instagram instead.Īlongside this, influencer marketing has been an important strategy, which it has used to reach its target market, mostly consisting of a millennial and health and fitness-conscious audience. Like most challenger brands, Halo Top mostly focuses on digital channels to generate awareness of its brand and product. Halo Top’s success has given rise to increased competition, but it is also the brand’s wider strategy (more of that to follow) that has helped to cement its place in supermarket shelves and ensure steady sales, over and above its rivals. Alongside Ben & Jerry’s ‘Moo-phoria’ range, Unilever has also launched Culture Republik, a ‘better for you’ alternative that includes probiotic cultures as well as lower-calorie ingredients. Halo Top’s success – which in 2017 saw it become the fastest-selling food brand in the US – has been cemented by the arrival of imitators, both from new brands as well as mainstream companies like Ben & Jerry’s.

#HALO TOP ICE CREAM PLUS#

Halo Top has less fat and sugar than traditional ice cream, plus added protein.Īs well as slogans such as ‘guilt-free zone’ and ‘no bowl, no regrets’, each product proudly displays the total amount of calories per-tub, making it both eye-catching and appealing to consumers. This is less about being ‘holier-than-thou’ through healthy eating, and more about allowing yourself indulgences without the dreaded guilt. However, this has typically been yogurt or confectionery, making ‘healthy’ ice cream a market-first for Halo Top.Īlongside introducing a new product – which was borne out of co-founder, Justin Woolverton’s search for a low-sugar way to satisfy his sweet tooth – Halo Top has managed to generate interest through its positioning. Of course, this concept is not entirely unique there has always been a variety of ‘diet’ or ‘lighter’ products from FMCG brands in the supermarket. Pioneer of a new productīefore we get on to the marketing behind Halo Top, it’s important to note the innovation of the product itself – and how Halo Top has succeeded in carving out its own niche category of ‘healthy’ ice cream. So, how has Halo Top managed to shake up the industry? Here’s more on its rapid rise to success, and the marketing strategy behind it. Since then, the brand has gone on to enjoy steady sales growth, and successful expansion into the UK and Canada.

2022: New normals for digital marketing and ecommerceīut in the summer of 2017, Halo Top, the ‘healthy’ ice cream brand, became the number-one selling pint of ice cream in the US.

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