“I ‘should’ lose weight.” “I ‘should’ work out more.” “I ‘should’ eat more salads.” “I ‘should’ skip dessert.” Halo Top ice cream is defying these. The brand is bringing back the “no shoulds” era that had a burst of stardom many decades ago and has been well and truly overthrown by the current wellbeing craze and ever-present body shape ideals.
Halo Top’s new campaign by Deloitte Digital agency, Heat, is letting people off the hook. It’s telling them it’s OK to stop “shoulding”, it’s OK to remove the pressure of trying to make themselves better.
When”indulgent” is a premium ice cream ad cliché and “healthful” campaigns populated by athletic bodies dominate ad breaks, a provocative, stand-alone proposition like Halo’s is sure to be seen and heard.
The hero campaign features Colombian plus-size model, Maria Jimenez Pacifico, “letting it all hang out” to the song How I Do It, by emerging singer-songwriter, Mama Haze.
The campaign is running on digital platforms, plus broadcast and streaming TV.