Heather DiPietro

Lighten Up

After a successful 10 city tour with their Pumpkin Pie Ice Cream, Halo Top extended the tour in 5 cities with "Lighten Up", giving away ice cream in tandem with the dreaded end of daylight saving time. From November 6-20, our trucks were in Miami, New York, Nashville, Los Angeles, and Austin.

In conjunction with the tour, Halo Top held a contest to help one winner battle the darkness by sending them to a very sunny place: Rio de Janeiro. 

The Ask

As the Exec Producer, I oversaw the entire production of the tour from bidding to completion. I managed the day-to-day relationship with Wolfgang and my production team. Our biggest challenge during the campaign was time. We had less than 2 weeks to lock creative, find local truck partners, staff each vehicle, train brand ambassadors, and file permits for our locations. With a nimble team and sizeable budget, we pulled it off. As a result, the tour gained 267.6 million media impressions and 3.5 million impressions on social media with the help of local TikTok influencers.

Credits

Agency: Wolfgang
Group Creative Director: Adam Stockton 
Exec Producer: Caleb Omens

Production Co: Schofield's Flowers
Exec Producer: Heather DiPietro
Producer: Xavier Burt