Halo Top →

In the heyday of the low-calorie ice cream craze (2017-2019), I worked for Halo Top as their sole copywriter, where I directed, created, and approved all consumer-facing copy across US and international social channels. In addition to creating and maintaining the brand’s brand voice, I created and approved digital and in-store national ad copy and led and directed a brand voice team of seven responsible for the brand’s consumer engagement.

I got weird with the Twitter account and ended up growing it by 80%. Oh, and here’s a 360 conceptual campaign they approved but didn’t run. C’est la vie.

Manifesto: “Being both human AND adult comes with its challenges. From tedious small talk to tension-filled commutes, we suffer daily through the mundane and the awkward. Halo Top doesn’t think that’s okay. So we’ve made it our mission to safeguard your pleasure while taking away your pain. True, it began by creating an ice cream that’s low in calories and high in flavor, but we’re also taking this idea outside the freezer. No pain, all gain.”