Dive Brief:

• Halo Top, the better-for-you ice cream brand, is putting out an open call for athlete endorsers looking to firm up their New Year’s resolutions plans, according to a press release.
• Those interested in joining the roster of Halo Top Athletes can apply online by sharing a list of their 2024 wellness goals, whether those be training for a marathon or trying out a new sport. Applications are open through Jan. 20, with winners selected a month later.
• Halo Top Athletes will receive an endorsement deal valued at $5,000 and free ice cream products, along with a talent manager, personal coaching sessions and exclusive merchandise. Select participants will also share their transformation journeys online, emphasizing the theme of accountability.  

Dive Insight:

Committing to New Year’s resolutions can be a challenge, with less than 10% of U.S. consumers realizing the goals they set at the start of January, according to data from Ohio State University cited by Halo Top. An endorsement deal that includes personal training sessions and the promise of free ice cream might help aspiring athletes hit their 2024 targets while providing Halo Top with a network of micro-influencers who can promote its positioning as a better-for-you dessert option. Focusing on everyday spokespeople might also come across as more relatable than partnering with celebrity ambassadors whose means reach well above the average consumer. 

Halo Top is accepting applicants who are 18 years and older across the U.S. and no resolution is too big or small to qualify, according to the contest website. Those who accept the endorsement deal must produce a 30-second sponsored video every week for eight weeks to update their followers on their progress. A final roster will be announced on Feb. 20, with the promotion lasting through mid-April. 

Crowdsourced influencer marketing could be a cost-effective way for Halo Top to raise awareness versus a traditional ad campaign. The brand, which became a sensation in the mid-2010s, has faced stiffer competition in recent years after helping define the better-for-you ice cream category through a pitch around lower calories and higher protein.

Halo Top was acquired by Blue Bunny owner Wells Enterprises in 2019, and just three years later, reformulated its recipe amid a sharp decline in sales. The cold treats marketer has tried to drive fresh growth by expanding its product assortment, launching a baking mix line and frozen yogurt pops last year.