Halo Top

How Halo Top became Tesco’s second-largest luxury ice cream brand in six months, and the UK’s third-largest within one year.

17%

of total brand sales were generated through the launch campaign

95m

impressions delivered, and 18.2m customers reached

Halo Top is a lower-calorie, higher-protein ice cream brand that taps firmly into the healthy eating trend and provides a genuine point of difference in the ice cream category. Originally founded in 2011, Halo Top went on to become North America’s sixth-biggest ice cream brand in six years before turning its sights towards international expansion.

The Halo Top team worked closely with Tesco and dunnhumby media on planning a data-driven multichannel introductory campaign in the UK. The objective was to generate awareness and sales for the brand while driving incremental growth for the ice cream category.

Alignment with Tesco on campaign objectives was key to our success. dunnhumby’s customer insights and media opportunities were also critical, enabling us to identify and reach our target audiences and to measure the impact of our activity.

Download the full case study and discover how Halo Top:

  • Became Tesco’s second-biggest luxury ice cream brand in its first six months and the UK’s third-largest within a year
  • Contributed to 1% growth for the Luxury Ice Cream and Sorbet category
  • Engaged with 66% of customers who were either new to or previously lapsed in the category
  • Achieved 16% ‘coupon at till’ redemption rate

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