Halo Top
#PumpkinResponsibly (Experiential, Digital, Social, OOH)
ACD
It happens every fall. America goes pumpkin spice crazy. Halo Top is no exception. Except their pumpkin pie pints…have way fewer calories.
In a world of decadent treats, Halo Top is the OG better-for-you option. So we set out on a mission to help people #PumpkinResponsibly by taking on the ultimate symbol of seasonal decadence…the PSL.
The idea was simple. Use Halo Top Pumpkin Pie ice cream to create a better, healthier treat…The PPL. But with ⅓ of the calories.
To reach the masses, we hit up 10 cities with 10 custom food trucks. Then, we set up camp outside certain well-known *coffee retailers* and challenged people to swap their high-calorie PSL for a low-calorie PPL.
We thought we’d get run out of town. But we thought wrong. Even ahem *coffee retailer* employees hopped in line to swap lattes.
With the help a small army of micro-influencers, word spread on social. And over 6,000 lattes later, the campaign was a massive success, clearing shelves of the limited edition pumpkin pints, garnering 630 million media impression (25% above the goal), and increasing overall pint sales by 51% in 2022.