Dive Brief:

• GoodPop, a maker of frozen dessert products, kicks off a campaign today (May 27) that showcases how the brand’s better-for-you alternatives to popsicles and ice cream treats can make the summer season a little easier on parents, according to information shared with Marketing Dive.
• “Summer of Yes” is inspired by a brand-led survey of 200 parents which found 94% say “no” daily to their kids and 60% say it more during the summer. In addition to a comedic video spot on YouTube, the campaign includes a giveaway and in-person events.
• Consumers in select cities will have a chance to win a free box of product to be delivered by Gopuff between May 27 and May 31. The wide-ranging campaign also includes an Instagram contest and an in-person event.

Dive Insight:

Increased demand for healthier alternatives to traditional offerings is driving growth in the global frozen dessert market, which is expected to hit $196.3 billion by 2035. GoodPop is keying into the growing demand with a campaign that arrives just after Memorial Day, which could help keep the brand relevant during peak ice-cream buying season.

The brand’s “Summer of Yes” campaign recognizes that the summer months, when most children are out of school, can bring on a certain amount of anxiety for caregivers. The brand is positioning itself as wanting to help alleviate some of that stress by empowering parents to give into their children’s requests for popsicles and other frozen treats. The campaign creative also showcases some of the more absurd requests parents might hear during the summer. The Gopuff partnership further encourages parents to embrace spontaneity with the chance to win free, better-for-you alternatives to the usual seasonal treats.

At the forefront of the campaign is a video made in partnership with Crybaby Kingdom. The video centers around a support group for parents who are tired of saying “no” so often. However, GoodPop’s treats allow them to say “yes” for a change with treats that are free of artificial dyes, sweeteners and gluten.

Gopuff isn’t the only brand with which GoodPop is teaming up. Kits filled with unique items to keep young ones entertained, such as body markers from Ooly, sprinkles from Supernatural and even kid-friendly coffee from Kiid Coffee, will be given away via Instagram throughout June. In addition, an in-person event is set to take place in Austin June 14. The event, which is in partnership with the publication Mother, will have activities for children inspired by the larger campaign.

GoodPop, which launched in 2009, is available in all 50 states at over 10,000 retail locations, including Whole Foods, Sprouts, Kroger, Costco and Wegmans stores. It joins other brands in targeting parents with better-for-you alternatives. Direct-to-consumer maker of children’s food products Little Spoon recently partnered with Mattel-owned children’s character Barney to help bridge generational divides.