Halo Top recruits everyday athletes to kickstart New Year's resolutions

Article Brief:

Halo Top, the ice cream brand focused on healthier options, has announced a search for athlete endorsers interested in strengthening their New Year's resolutions, as stated in a press release.

Interested individuals can apply to join the roster of Halo Top Athletes by sharing their wellness goals for 2024, such as training for a marathon or trying out a new sport. Applications are open until Jan. 20, with winners being chosen a month later.

Successful applicants will receive an endorsement deal worth $5,000, as well as free ice cream products. They will also have access to a talent manager, personal coaching sessions, and exclusive merchandise. Some participants will also be asked to share their transformation stories online, focusing on the theme of accountability.

Article Insight:

Striving to meet New Year's resolutions can be tough, as research from Ohio State University, cited by Halo Top, shows that less than 10% of U.S. consumers achieve the goals they set at the beginning of January. By offering an endorsement deal that includes personal training sessions and the promise of free ice cream, Halo Top can assist aspiring athletes in reaching their 2024 targets. Additionally, this strategy would provide Halo Top with a network of micro-influencers who can help promote its image as a healthier dessert option. Emphasizing everyday individuals as spokespeople may also be more relatable to consumers compared to partnering with celebrity ambassadors whose lifestyles are far from average.

Halo Top is seeking applications from individuals 18 and older all over the U.S., with no limitation on the size of the resolution, as per the contest website. Those who are chosen for the endorsement deal will be required to create a 30-second sponsored video each week for eight weeks to keep their followers updated on their progress. The final roster of participants will be revealed on Feb. 20, and the promotion will continue through mid-April.

Utilizing crowdsourced influencer marketing could be a more cost-effective method for Halo Top to increase brand awareness compared to a traditional ad campaign. The brand, which gained popularity in the mid-2010s, has faced greater competition in recent years, despite helping to shape the better-for-you ice cream category by promoting lower calories and higher protein.

In 2019, Wells Enterprises, owner of Blue Bunny, acquired Halo Top. Just three years later, the brand reformulated its recipe due to a significant sales decrease. In an effort to spur new growth, the cold treats marketer expanded its product assortment by introducing a baking mix line and frozen yogurt pops last year.