The company can only be profitable if it sells enough of its product, and the fact that their ice cream is more health-conscious is the unique selling point of Halo Top’s product. 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 … Halo Top’s ‘permissibly indulgent’ ice creams have recorded growth with a low calorie, added protein recipe in a category entrenched in indulgence, catching its larger rivals, Unilever and Nestlé, off guard. Emphasis on eye catching imagery and GIFs has attracted a following of 27k in the UK alone. The social strategy: Facebook. 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. In recent months, Halo Top's branding is everywhere, physically and digitally; mainly due to its ever so Instagramable marketing. 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. Whether the article was part of a specifically targeted PR and marketing strategy we may never know, but Halo Top’s popularity skyrocketed. When Liza Black found out Halo Top ice cream was on sale at ShopRite last month, she and her husband went on a mission. Truly understood their audience demographic and current trends and catered their marketing strategy towards this. Halo Top can also be bought online, by their third party distributor, for $6.99. 1. Showcased their health values and ingredients honestly, demonstrating authenticity. After all, if a fitness guru is promoting an ice cream product, then it must be really special. Halo Top wants to promote healthy ice cream. Arctic Zero was founded in 2010, Enlightened Ice Cream was founded in 2013, and low-fat frozen yogurt franchises such as Pinkberry and Red Mango had already hit big strides in the food service space. Their content features solely the ice-cream tubs on swirls of vibrant colours and backgrounds. 666.1k Followers, 2,494 Following, 1,693 Posts - See Instagram photos and videos from Halo Top Creamery (@halotopcreamery) In fact, we love it so much that we created a line of light ice creams with 280-380 calories per pint just so we could eat more of it. But customers have to know about your shop and your products to bring you business, and they are much more likely to patronize your shop if … See our User Agreement and Privacy Policy. 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. As social media lovers ourselves, we admit we love a brand who are able to engage with us through social media alone. Our group project to increase the marketability of Halo Top Ice Cream. Before 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. Halo Top ice cream: Their scoop to success, First thing's first, if you haven’t heard of Halo Top (where have you been? See our Privacy Policy and User Agreement for details. 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 have soared to success over the past year, with their low calorie and protein rich ice cream selling in various flavours. 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. It's an ice cream company that sells by the pint, guaranteeing … • 53% of consumers consider price before purchasing ice cream. Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. The brand recognises their social media audience, which is one of the strongest aspects to their marketing strategy. Pioneer of a new product. Halo Top has a pretty twisted sense of humor. These include Unilever's Breyers Delight, Ben & Jerry's "Moo-phoria" range, and UK start-up Oppo. Halo Top took advantage of Facebook and Instagram's highly targeted advertising options ensuring relevant demographic reach and (we assume) a hefty ROI. -add the Micro Moments for Halo Top and Competitors. Using this demographic insight to spearhead their healthy USP, Halo Top have become sensationally popular with young professionals and alike. Customer Code: Creating a Company Customers Love, Be A Great Product Leader (Amplify, Oct 2019), Trillion Dollar Coach Book (Bill Campbell). You can change your ad preferences anytime. Built a strong social media community through inspirational and aspirational imagery (think #Halotop). Halo Top was created by a fitness and ice cream lover, so from the beginning it made sense to market to a similar audience. Halo Top's success has also led to the launch of numerous other reduced-calorie ice cream brands. Halo Top shakes up the US ice cream market. LA-based low-calorie ice cream brand Halo Top has played a large role in the explosion of craft ice creams, with Unilever and General Mills both noting the startup’s influence on the industry. Identified and shared a consistent key message across all their social media channels and marketing comms (low in calories and high in protein! 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. 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. Brands like Halo Top who are confident in highlighting their brand values and customer desires can benefit from highly engaging content marketing strategies. ), get yourself down to Tesco, grab a tub (or three), and. Sales of the company have been growing by about 2,500% each year with only digital marketing efforts. Halo Top recognised a current consumer trend amongst 24-35 year olds: healthy eating and lifestyle (think yoga, avocado and trendy raw food cafés). The marketing strategy. Ran with popping, colourful, youthful and feel good branding. 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. Halo Top is light ice cream that actually tastes like ice cream. HALO TOP ), get yourself down to Tesco, grab a tub (or three), and then continue reading. Social platforms are a place we spend a lot of our time and we appreciate brands who provide us with value, without making us hunt for it. Wells Enterprises, which owns Blue Bunny ice cream and other frozen treats, is acquiring the Halo Top brand from Eden Creamery for an undisclosed … ), Made themselves a relatable brand with a desirable USP (we all love guilt free indulging right?!). Children love sweets, and a trip to the ice cream store is a tradition for many families. Halo Top is a lower-calorie, higher-protein ice cream … 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 Halo Top ice cream, better known as “guilt-free” ice cream by CEO Justin Woolverton, is the trendiest brand of ice cream to hit the American market since 2012 (Time Staff). Through clever content, Halo Top have us engaged and if they can do that through simple Instagram posts with sassy captions then quite frankly, we are sold. 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. APIdays Paris 2019 - Innovation @ scale, APIs as Digital Factories' New Machi... No public clipboards found for this slide. Here’s more on its rapid rise to success, and the marketing strategy behind it. But we wanted to make our Keto and dairy-free friends just as happy, so we made a Keto Series with only 5g-10g carbs per pint and added dairy-free flavors made with coconut milk. APRIL 2018. At one store, they bought four pints of the Peanut Butter Cup flavor. The story went viral, and Halo Top's sales went through the roof. Like you, we love ice cream. 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. 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. Halo Top ice cream is a lower calorie alternative to traditional ice cream. Ice cream might seem to sell itself. Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. 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. Halo Top Creamery is an ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, New Zealand, the Netherlands, Germany, Denmark, Taiwan, South Korea, Austria, United Kingdom and the United Arab Emirates. Which sounds silly, but when Halo Top first found its way into grocery store freezers, boasting fewer calories, less sugar, and higher protein than traditional ice cream, it became the first of its kind and created an entirely new category in ice cream. Macro-environmental forces to assess the opportunities and threats that the company has to react to (or not). As with most start ups using Instagram, Halo Top's partnerships have been key to their success. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. For Halo Top, fitness gurus the ideal influencers to collaborate with. 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. 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. First thing's first, if you haven’t heard of Halo Top (where have you been? Deborah Cours, Cal State Northridge marketing professor and interim dean, on Halo Top ice cream Advertisement The company has stuck close to its … They understand that social media lends itself to brands with authentic personalities. Marketing Island is an award-winning online marketing magazine set to inspire those in the digital industry. By tapping influencers in their marketing strategy, Halo Top successfully spreads the word about their new products at a low-cost. Halo Top Ice Cream Company Marketing Analysis External Analysis. If you continue browsing the site, you agree to the use of cookies on this website. Clipping is a handy way to collect important slides you want to go back to later. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. DIGITAL MARKETING ANALYSIS: Looks like you’ve clipped this slide to already. Second, Halo Top wants to beat their less health-conscious competitors. Users feel connected with their social media accounts and are therefore often easily influenced by the relatable marketing they see. 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. Now customize the name of a clipboard to store your clips. Having been successful in America since 2012, the 'guilt-free' branded treat is now at its peak with its UK fan base. Halo Top has emerged as one of the biggest consumer phenomenons in recent years. Ice Cream Marketing Strategy. 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. Halo Top Vanilla Ice Cream Nutrition Facts (2018 Label) That being said, Halo Top was not without competition in the better for you market. Their Instagram feed is full of clean, bright, playful and focused imagery. If you continue browsing the site, you agree to the use of cookies on this website. They have created a fan base of followers who want to spread the word and create buzz for the brand; through relatable marketing, Halo Top have created advocates. 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. The brand is marketed as a lower-calorie alternative, partially substituting sugar with stevia, a plant-based sweetener, and erythritol, a sugar alcohol. A contemporary, yet approachable and non-intimidating brand attracted a desired demographic. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. 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. Now, Halo Top is bringing its dark side to television. In the external analysis you asses the outside actors in the micro-environment plus the. Like any upstart marketer on Instagram, partnerships have too been key to Halo Top’s rise. Halo Top Creamery is a low-calorie/high protien ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom. 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.