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Halo Top took advantage of Facebook and Instagram's highly targeted advertising options ensuring relevant demographic reach and (we assume) a hefty ROI. Brands like Halo Top who are confident in highlighting their brand values and customer desires can benefit from highly engaging content marketing strategies. In barely six years, Halo Top has become North America’s sixth-biggest ice cream brand, with a 3.7 per cent market share in 2018, according to Euromonitor data. Their content features solely the ice-cream tubs on swirls of vibrant colours and backgrounds. Halo Top recognised a current consumer trend amongst 24-35 year olds: healthy eating and lifestyle (think yoga, avocado and trendy raw food cafés). Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. HALO TOP Halo Top is a lower-calorie, higher-protein ice cream brand that taps firmly into the healthy eating trend and provides a genuine point of difference in the ice cream category. ), Made themselves a relatable brand with a desirable USP (we all love guilt free indulging right?!). Unlike many other ice cream brands, Halo Top focused the majority of their marketing attention on social media; this positioned them as a digitally native brand. Halo Top Creamery is a low-calorie ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom. Marketing Island is an award-winning online marketing magazine set to inspire those in the digital industry. Macro-environmental forces to assess the opportunities and threats that the company has to react to (or not). Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Although Bouton doesn’t advise only eating Halo Top ice cream, with a pint ranging from between 280 and 360 calories, the brand is marketed as something to be enjoyed every day rather than as an occasional indulgence. These include Unilever's Breyers Delight, Ben & Jerry's "Moo-phoria" range, and UK start-up Oppo. They have no traditional marketing outlets and therefore stands as one of the best examples for a digital marketing firm.We analyzed what they're doing right, how they can do better at what they're doing wrong and what their competitors are up to. Halo Top wants to promote healthy ice cream. ), get yourself down to Tesco, grab a tub (or three), and. Halo Top CASE STUDY A launch campaign developed with dunnhumby and Tesco helped Halo Top to become Tesco’s second-biggest luxury ice cream brand in its first 6 months and the UK’s third-largest within 12 months. 666.1k Followers, 2,494 Following, 1,693 Posts - See Instagram photos and videos from Halo Top Creamery (@halotopcreamery) Halo Top shakes up the US ice cream market. 1. Halo Top Vanilla Ice Cream Nutrition Facts (2018 Label) That being said, Halo Top was not without competition in the better for you market. Halo Top have leveraged their unique nutritional qualities as the key driver in their marketing, using this as their USP to stand out alongside competitors. Unlike many other ice cream brands, Halo Top focused the majority of their marketing attention on social media; this positioned them as a digitally native brand. First thing's first, if you haven’t heard of Halo Top (where have you been? Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. CMO Strategy Between Halo Top and Yasso, Frozen Treats Are Hot ... with its own Simple Truth Low Cow Lite Ice Cream containing 240-280 calories and … Having been successful in America since 2012, the 'guilt-free' branded treat is now at its peak with its UK fan base. Now, Halo Top is bringing its dark side to television. The brand is marketed as a lower-calorie alternative, partially substituting sugar with stevia, a plant-based sweetener, and erythritol, a sugar alcohol. Children love sweets, and a trip to the ice cream store is a tradition for many families. If you continue browsing the site, you agree to the use of cookies on this website. By tapping influencers in their marketing strategy, Halo Top successfully spreads the word about their new products at a low-cost. You can change your ad preferences anytime. Second, Halo Top wants to beat their less health-conscious competitors. Our group project to increase the marketability of Halo Top Ice Cream. Halo Top Creamery is a low-calorie ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom. To health conscious ice cream consumers, Halo Top is the only ice cream brand that provides an indulgent guilt-free ice cream option because they use all-natural ingredients that retain the expected taste. Then in 2016 a journalist for GQ magazine wrote a very witty article about how he ate only Halo Top ice cream for 10 straight days. Ice cream brand Halo Top’s Instagram account features image after image of its carton pints swimming in melted swirls of vibrant oranges, purples and browns. Halo Top has been the sweet treat of choice for those seeking healthier variations of ice cream since 2017, the year Halo Top beat out industry giants like Ben & Jerry’s for the spot of No. Yet it’s Halo Top that remains the top-selling ice cream brand in the country, due to a combination of having built up a loyal base of consumers through savvy social media, and through introducing a series of seasonal flavors, such as pumpkin pie, gingerbread cookie, and peaches and cream. We analysed what they're doing right, how they can do better at what they're doing wrong and what their competitors are up to. See our Privacy Policy and User Agreement for details. See our User Agreement and Privacy Policy. Pricing Strategy • Consumers can purchase a pint of Halo Top in the ice cream at many grocery stores, large and small, or specialty markets for an average of $5.99. Like you, we love ice cream. We learned this in 2017 when the low-calorie ice cream brand rolled out a seriously twisted online commercial, "Eat the Ice Cream," where an older woman was kidnapped by robots who killed her loved ones and forced to consume ice cream against her will. Halo Top is light ice cream that actually tastes like ice cream. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The stats: 10 days, 50 pints of ice cream, lost nearly 10 pounds, added half an inch of muscle to his chest, and slimmed his waist by 1.5 inches.

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