- Halo Top, the better-for-you ice cream brand, is putting out an open call for athlete endorsers seeking to firm up their New Year’s resolutions plans, in accordance with a press release.
- Those concerned about joining the roster of Halo Top Athletes can apply online by sharing a listing of their 2024 wellness goals, whether those be training for a marathon or trying out a recent sport. Applications are open through Jan. 20, with winners chosen a month later.
- Halo Top Athletes will receive an endorsement deal valued at $5,000 and free ice cream products, together with a talent manager, personal coaching sessions and exclusive merchandise. Select participants will even share their transformation journeys online, emphasizing the theme of accountability.
Committing to New Year’s resolutions generally is a challenge, with lower than 10% of U.S. consumers realizing the goals they set at first of January, in accordance with data from Ohio State University cited by Halo Top. An endorsement deal that features personal training sessions and the promise of free ice cream might help aspiring athletes hit their 2024 targets while providing Halo Top with a network of micro-influencers who can promote its positioning as a better-for-you dessert option. Focusing on everyday spokespeople may additionally come across as more relatable than partnering with celebrity ambassadors whose means reach well above the common consumer.
Halo Top is accepting applicants who’re 18 years and older across the U.S. and no resolution is just too big or small to qualify, in accordance with the competition website. Those who accept the endorsement deal must produce a 30-second sponsored video every week for eight weeks to update their followers on their progress. A final roster will likely be announced on Feb. 20, with the promotion lasting through mid-April.
Crowdsourced influencer marketing could possibly be a cheap way for Halo Top to lift awareness versus a standard ad campaign. The brand, which became a sensation within the mid-2010s, has faced stiffer competition lately after helping define the better-for-you ice cream category through a pitch around lower calories and better protein.
Halo Top was acquired by Blue Bunny owner Wells Enterprises in 2019, and just three years later, reformulated its recipe amid a pointy decline in sales. The cold treats marketer has tried to drive fresh growth by expanding its product assortment, launching a baking mix line and frozen yogurt pops last 12 months.
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