HALO-TOP

WEAR
THE
HALO

MEET THE TEAM
COMPANY ANALYSIS
SOCIAL MEDIA ANALYSIS
TARGET MARKET
RESEARCH
SWOT
PEST
MARKET ANALYSIS
COMPETITORS
GOALS & OBJECTIVES
TACTICS
DOMESTIC TACTICS
INTERNATIONAL TACTICS
MEDIA MENU
BUDGET BREAKDOWN
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10-11
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16-19
20-23
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26-27

MEET THE TEAM
INTERNATIONAL AFFAIRS
Emily is a senior
Advertising &
Integrated
Communications major
with a minor in
Sociology at
Quinnipiac University.
She is also currently
pursuing a Master of
Business Administration.
As the Coordinator of
International Affairs,
Emily oversees all
clients’ international
advertising endeavors,
including the facilitation
of campaign
development and
execution.
CREATIVE DIRECTOR
Madison is a senior
with a dual-major in
Integrated
Communications and
Advertising and
Graphic and Interactive
Digital Design. As the
Creative Director,
Madison utilizes her
advanced knowledge of
graphic design to
create a vision for the
company through the
development of
materials such as
campaign booklets,
infographics, etc.
DOMESTIC AFFAIRS
Katie is a senior
Advertising &
Integrated
Communications major
with a minor in Media
Studies at Quinnipiac
University. She is
currently pursuing a
Master of Science in
Public Relations with a
specialization in social
media. As the
Coordinator of
Domestic Affairs, Katie
oversees all clients’
domestic advertising
endeavors in the
United States, including
the facilitation of
campaign development
and execution.
RESEARCH DIRECTOR
Chris is a senior
Advertising &
Integrated
Communications major
with a minor in
Psychology at
Quinnipiac University.
He is also currently
pursuing a Master of
Business Administration.
As the Director of
Research, Chris
oversees client research,
including the collection
of analytical data,
interpretation of
statistical evidence,
target market and
competitor analysis, etc.
PROJECT MANAGER
Jared is a senior at
Quinnipiac University
with a dual-major in
Advertising &
Integrated
Communications and
Film, Television, and
Media Arts. As the
Project Manager,
Jared is an integral
role to this project, as
he oversees all
departments during
the creation of
campaign-work as
well as facilitates
general management
tasks including the
organization of
meetings, deadlines,
task distribution, etc.
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HISTORY
Halo Top officially launched sales in Los Angeles in June, 2016. Current CEO and Founder, Justin
Wolverton, created Halo Top in his own kitchen when his dietary restrictions created the need for himself
for a healthier alternative to his favorite snack. Halo Top first entered the market after Wolverton worked
tirelessly cold-calling grocery stores. These efforts landed him first in Sprouts, Erewhon and Whole
Foods (White, 2017). Before creating his business, Wolverton was a lawyer who was deep in debt. He
took a gamble, and was able to raise the money needed to develop Halo Top. Halo Top did not become
an overnight success until 2017 when it lead in ice cream pint sales in the United States, and racked in
$342.2 million. In an article posted in November of 2018, Halo Top President and COO Doug Bouton said
the company did $347.3 million in sales in the last year, and is in the top 3 of pint sales along with
Haagen-Dazs and Ben & Jerry’s .
PRODUCT ANALYSIS
Halo Top currently has twenty-four regular, and
fourteen non-dairy and vegan flavors. Halo Top pints
range anywhere from 280-360 calories, or 70-90
calories per serving. Halo Top has also released Pops
in 4 flavors that range from 50-60 calories each. The
main difference in ingredients between Halo Top and
other regular ice cream is that sugar in Halo Top is
artificial, there is no heavy creamer, and less egg yolk.
The artificial sweater, erythritol, is considered a sugar
alcohol. This sweetner can be found in corn,
watermelon, and pears.
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COMPANY ANALYSIS

TWEETS
ENGAGING POLLS
POSTS
MULTI PHOTO
COLLAGE GRIDS
LIKES
ENGAGING POSTS
VIDEOS
COMMERCIALS
SOCIAL MEDIA ANALYSIS
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PRIMARY
MARKET
SECONDARY
MARKET
TERTIARY
MARKET
HEALTH CONSCIOUS
MALE & FEMALE
SPEND $50-$100
ON ICE CREAM
PER YEAR
BRAND LOYAL
HOUSEHOLDS
WITH OR WITHOUT
CHILDREN
VEGAN DAIRY FREE
GLUTEN FREE
3.1 MILLION AMERICANS
ARE GLUTEN FREE

SURVEY
3% 4% 1% 2% 18-30
fmcdl
93% 84% 77% 52% 48%
AGE RANGE
TASTE
WAS RECORDED AS
THE MOST IMPORTANT
QUALITY OF A SNACK
RESPONDENTS
90%
31-39
40-49
50-59
60+
55%
45%
28% 72%
GENDER
OF RESPONDENTS
RESIDE IN THE
TRI-STATE AREA
PREFERRED CONSUMPTION
FOCUS
GROUP
GENDER PARTICIPANTS
YASSO POPS
PREFERRED
QU
STUDENTS
19 TO 21
YEARS OLD
S’MORES
ARE BRAND LOYAL
TO BEN & JERRYS
BIRTHDAY
CAKE
CHOCOLATE
TOP THREE FLAVORS
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S
STRENGTHS
Low calorie option
Strong social media following and presence
Caters to consumers with food intolerences
Attractive design and packaging
W
WEAKNESSES
Struggling brand image
Lack of store-fronts
Saturated marketplace
O
OPPURTUNITIES
Collaborate with brands for marketing
Expand into international markets
Invest in traditional media outreach
Flavor additions and updates
T
THREATS
Consumers already loyal to competing
dessert brands
High price point
Controversial ingredients
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POLITICAL
LAW & TRADE REGULATIONS
OBESITY & PREVALNACE
AFFECT ACCESS & LAW
REGULATIONS
FDA NUTRITIONAL
RESTRICTIONS
AFFECT
HALO TOP
LEGALITY
SALES TAX
SPIKE
OR
DROP
ECONOMICAL
DISPOSABLE INCOME LEVELS
AFFECT HOW MUCH
CONSUMERS ARE
WILLING TO SPEND
ON WANTS
RATHER THAN
NEEDS
SHIFT IN
CONSUMER
SPENDING
HABITS
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SOCIAL
HEALTH & LIFESTYLE TRENDS
HEALTH ALTERNATIVES
FLAVOR PREFERENCE
POSITIVE BRAND
IMAGE TO
ATTRACT
CONSUMERS
ETHICAL
ISSUES
TECHNOLOGICAL
CONSUMER BUYING TOOLS
FOR ACCESSIBILITY
CONSISTENCIES
IN GLOBAL
COMMUNICATION
PURCHASING
GROCERIES
ONLINE
STAYING
UP TO DATE
WITH THE
TRENDS
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Halo Top is in a very dense and diverse market. According to a
report done by Grand View Research (GVR), global ice cream sales
in 2016 were USD 54.8 billion dollars, and is expected to grow at
least 4% by 2025 (Grand View Research, 2018). The United States
currently ranks second in ice cream consumption globally behind
China. The global ice cream market is beginning to shift as
demands in Asia Pacific countries are increasing while North
American countries, which have historically led in this category, are
decreasing. During GVR forecast period (up until 2025), this trend
will continue, and Asia Pacific countries will account for most of the
growth. In North American and European countries, the trend of
healthier eating and calorie counting has attributed to the decrease
in consumption. This has led to a higher demand in premium
products however, which at a higher price will lead to an increase
in sales, but still an overall decrease in consumption; cheaper ice
cream products will suffer due to this. According to the U.S.
National Library of Medicine, about 65 % of the global population is
lactose intolerant. Since global consumption is increasing there is
more of a need to accommodate this as many of the highest
percentages of intolerance are in countries that have experienced
the most ice cream consumption growth.
If you walk down an ice cream aisle, you will find the following:
more than 100 flavors that come in snack size, in a pint, gallon, or
tub; a wide variety of bars/individually packaged products that
range from a gourmet belgium dipped ice cream bar to ice cream
cakes in all shapes and sizes; sherbert, icies, gelato, yogurt, and
custard; no calories, vegan, non-dairy, and even sugar free
options. Many brands, such as Ben & Jerry’s, integrate their
flavors into many different products. For example, Ben & Jerry’s
Tonight Dough is available in a regular pint and non-dairy pint, a
snack size carton, and a single serving disc dipping in chocolate.
Ben & Jerry’s competes heavily with other brands such as
Haagen-Dazs, Friendly’s, Breyers. They also compete with smaller
brands such as Halo Top, Arctic Zero, Talenti, and store brands.
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MARKET SPECIFIC
56 different variations
Ice cream pints, dairy free pints,
bars, and dairy-free bars, etc.
Flavors in line with Halo Top
Price point between $3-$4, making
it cheaper than competitors
32 different variations spread across
many different lines; they are light ice
cream pints, non-dairy pints,
non-dairy bars, and lactose free pints
Low calorie count is not their main
focus
Flavors in line with Halo Top
Sells between $5-$6, making it an
expensive alternative
GENERAL
9th highest selling ice cream brand
in the United States
Price point between $3-$4, making
it cheaper than competitors
Slow churned ice cream
70 different variations of ice cream, a
trio line, bars, non-dairy products, and
sorbet
Found in grocery stores, and any of its
900 locations in 50 countries
A pint sells for between $5-$6
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INTERNATIONAL & DOMESTIC
ADVERTISING GOALS
To further develop Halo Top as a recognizable, go-to brand among consumers.
To establish the reputation of Halo Top as a trendy, exciting, and healthy brand.
To inform consumers of Halo Top’s health benefits and develop trust.
To launch Halo Top’s engagement within the community.
To continue a lasting relationship with current customers.
To establish strong relationships with partners.
To develop a brand connection between Halo Top and international consumers.
ADVERTISING OBJECTIVES
To launch the “Wear the Halo” campaign on June 1, 2020.
To increase awareness of Halo Top’s health benefits among consumers by 50% by January, 2021.
To develop engagement between Halo Top and consumers on social media on a daily basis.
To increase awareness by 50% of Halo Top philanthropic endeavors by September, 2020.
To develop at least 5 partnerships, including organizations and/or influencers, by January, 2021.
To increase awareness of Halo Top ice cream by 50% among international customers by January of 2021.
COMMUNICATION OBJECTIVES
Establish a sense of belonging among consumers when they think about Halo Top.
Project a trendy, modern, and cool brand image.
Create awareness of Halo Top’s involvement within the community.
Educate consumers on the Halo Top product-options available for even the most limited cases (ie. vegan,
dairy-free, etc.).
Stimulate a desire among consumers to make the healthy choice.
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TACTICS
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DOMESTIC TACTICS
Develop the Media Campaign, “Wear the Halo,” to engage consumers on social media.
Consumer can donate at least $1 to the “Wear the Halo” Foundation to have their Instagram handle
printed on the inside of the product’s cap.
Create a “Wear the Halo” filter on Snapchat for the month of August, when the campaign launches.
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DOMESTIC TACTICS
:15 Commercial
Halo Top
:15 Commercial
Halo Top
SHOT # ________ 1
:05
SHOT # ________ 1
:07
Sketch Image Description Audio Notes
Halo Top Pint -
Changing to depict
the variety of flavors
Make the healthy choice As the image
this Summer! Choose ice changes, have white
cream with low calories words across the screen
and tons of flavors! displaying the health
facts within a pint.
Sketch Image Description Audio Notes
People running on the
beach, doing yoga, and
being active outdoors.
Stay cool as can be this
Summer with some ice
cream from Halo Top, the
healthy snack choice!
The video shows active
people on the beach.
They then go into a
house.
SHOT # ________ 2
Sketch Image Description Audio Notes
Pause on the Halo Top
Dairy Free and vegan
options.
And with a variety of
dairy-free and vegan
options, everyone can
enjoy their favorite ice
cream!
:05
Wording disappears
as the vegan option
is displayed.
SHOT # ________ 2
Sketch Image Description Audio Notes
They run into the house
and open the freezer,
with halo Top pints and
pops on the shelf
With a variety of dairy-free
and vegan options,
everyone can enjoy their
favorite ice cream!
:10
One person opens the
fridge and the others
gather around the
table.
SHOT # ________ 3
Sketch Image Description Audio Notes
Switch the image to
the Halo Top Pops
Or try the new Halo
Top Pops! Only 60
calories per pop!
Add pops to the
image as the
speaker talks.
:03
SHOT # ________ 3
Sketch Image Description Audio Notes
Switch the image to the
Halo Top pints and Pops
Halo Top ice cream has
less calories and added
protein, so you can stay
active and enjoy a tasty
treat all Summer long!
Words appear
explaining
the health aspects
of Halo Top pints.
:10
SHOT # ________ 4
Sketch Image Description Audio Notes
WEAR THE HALO
A bright white
transition appears as
the logo fades in.
Halo Top ice cream!
Wear the Halo!
Wear the Halo
should appear
AFTER the logo.
:02
SHOT # ________ 4
Sketch Image Description Audio Notes
WEAR THE HALO
A bright white
transition appears as the
logo fades in. The waves
are moving underneath
the logo.
Halo Top ice cream!
Wear the Halo!
Wear the Halo
should appear
AFTER the logo.
:03
Establish consistent two-way communication on social media and one-way communication on traditional media.
30-second TV Commercial during a broadcast of the World Series and the Women's World Cup
Hire interns to specialize in social media engagement, and have them respond daily to consumers’ inquiries on
Instagram and Twitter.
Insert four print advertisements in health magazines
Promote advertisements on Instagram based on digital analytics.
Product placement in the Bachelor in Paradise and Bachelorette during their finale episodes
15-seconds Radio Advertisement that explains the health benefits of Halo Top
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DOMESTIC TACTICS
Support a partnership with the American Red Cross.
Create the “Halo Top’s Angels” web-page to raise funds that will be donated to the American Red Cross
for disaster relief.
Promote the American Red Cross events on social media, and have the Red Cross support us on their
social media.
Utilize the “Wear the Halo” logo in all philanthropic efforts.
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DOMESTIC TACTICS
Cultivate partnerships with other organizations that target a similar demographic.
Partnership with UBER- customers get the chance to find a coupon code at bottom of the pint
Partnership with Ariana Grande and her Sweetener World Tour. Consumers must find letters in the Halo
Top ice cream bars, and the first 5 to spell out halo top for a chance to win VIP tickets to a Sweetener
show.
Barstool Schnitt Talk Podcast - Sponsor the podcast and then prepare copy to inform viewers of Halo Top
health benefits.
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DOMESTIC TACTICS
Sponsor social media influencers to have them promote Halo Top on their channels.
Send free promo-bundles to YouTube celebrities for them to promote the brand without expense.
Partner with influencers such as beauty gurus, vloggers, etc. that share a similar demographic. (Yes
Theory Team, James Charles, Dolan Twins, Emma Chamberlain).
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INTERNATIONAL TACTICS
HALO
TOP
AU
Target health conscious families in the second largest market for ice cream consumption
Advertise with non famous, health conscious, and physically active individuals.
Australia has strict advertising regulations about how food and beverage companies can market their
products like no false or skewed health information and use of well known figures.
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INTERNATIONAL TACTICS
HALO
TOP
MEXICO
We will be advertising to two groups which are children under 15, who drive the Mexican ice cream
consumption, and adults 34+.
Daytime television advertisements will run on specific shows that children are tuned into. Mexico, in 2014,
banned advertisements of unhealthy food products to children during specific hours of the weekdays and
weekends. Since Halo Top is a healthy treat we should be okay with running ads once they are approved.
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INTERNATIONAL TACTICS
HALO
TOP
CANADA
Canadiens want healthy ice cream that won’t derail a diet and is a good treat for parents to buy children.
The target here is the parents in families and specifically mothers who make most of the purchasing
decisions for households.
Implimenting the Wear the Halo campaign in supermarkets will entice the target market to purchase
Halo Top products.
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BUDGET BREAKDOWN DOMESTIC
PAID MEDIA $1,412,100
SOCIAL MEDIA
INFLUENCERS
PARTNERSHIPS
CONTINGENCY
$550,000
$2,750,000
$10,000,000
$287,900
TOTAL $15,000,000
PARTNERSHIPS
SOCIAL MEDIA
PAID MEDIA
INFLUENCERS
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BUDGET BREAKDOWN INTERNATIONAL
PAID MEDIA $2,163,000
SOCIAL MEDIA
INFLUENCERS
PARTNERSHIPS
CONTINGENCY
$1,650,000
$600,000
$531,900
$55,100
TOTAL $5,000,000
PARTNERSHIPS
SOCIAL MEDIA
INFLUENCERS
PAID MEDIA
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