Red Tettemer O’Connell + Partners launched its first campaign for new client Halo Top, positioning the ice cream brand as “The Perfect Pint.”
The campaign plays on the “Halo” aspect of the brand’s name, imagining that the ice cream is made in heaven. Not everyone is a fan, however, as the devil complains that eating a pint of ice cream no longer feels sinful or makes people feel ashamed.
The first two digital spots in the campaign, which also represent Halo Top’s first major advertising push, debuted today ahead of the Fourth of July holiday. One of them confirms a suspicion you may have had about the preferred form of transportation in hell. Another pair of spots will launch next month and live in promoted social posts.
While a relatively recent brand, the low-calorie, high-protein offering has seen exponential growth since arriving on the scene in 2012. Before selecting RTO+P as its first creative agency partner, it had relied on in-house resources for marketing and has yet to launch an ad campaign of this scale. Despite that, Halo Top saw its sales increase by 2,500% last year as it expanded to national distribution.
Credits:
Chief Creative Officer: Steve Red
Executive Creative Director, Partner: Steve O’Connell
Creative Directors: Todd Taylor and Chris Plehal
RTO+P Producer: Joe Mosca
Post Producer: Rebecca Jacobs
Editor: Chip Schofield
Account Leads: Carla Mote and Perry Morris
Director: Casey Storm
Production Company: Anonymous Content
Anonymous Content Director of Photography: Neil Shapiro
Anonymous Content Producer: Thomas Martin
Music Composition & Sound Design: Milkboy
VFX: Alkemy X