Pumpkin Responsibly

During the peak of PSL (aka Pumpkin Spice Latte) season, Halo Top inspired America to turn in their 490 calorie Starbucks treats for a better one. Let's use Halo Top Pumpkin Pie ice cream to create a better PSL, a PPL.

To reach the masses, we hit up 10 cities with 10 custom barista-style food trucks and set up in public parking lots next to Starbucks to encourage people to dump their high calorie PSL for a low calorie PPL. We thought for sure we'd get scolded, heckled, and pushed out by Starbucks employees, but what happened was quite the opposite. 

The Ask

When Wolfgang briefed the Schofield's Flowers team, we had 3 weeks to develop the program, create the Pumpkin Pie latte, resource trucks, scout locations, staff the team, train the brand ambassadors, and much more. As the Exec Producer, I hired experiential events producer, Xavier Burt, to serve as creative produce rand manage the day-to-day operations of the production under my supervision. I managed our ongoing relationship with Wolfgang and provided production strategy when problems arose.

50 events later, over 6,000 lattes and 12,000 + pints and samples, the campaign was a massive success, gathering 630 million media impression (25% above the goal). In 2021, Halo Top saw a decline in sales by 41%. In 2022, with the help of our campaign, sales increased by 51%. The Instacart Coupon had over 13,000 redemptions, $100,683 in promotional sales, and a ROAS (Return on Associated Sales) of 143%. 

Halo Top extended the tour to five cities with a new campaign called “Lighten Up”.

Credits

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

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

Content Capture
Producer: Heather DiPietro
DP: Matthew Mayotte
Photographer: Bryan Martinez
Editor: Lev Pakman