The creative for Halo Top’s latest national campaign depicts a priest indulging in ice cream during confession, a grandmother knitting lingerie and a young man seated on the subway, forcing pregnant women to stand.

Created in collaboration with 2024 Agency of the Year winner Angry Butterfly, the work – which bears the tagline, “Halo Top is so good, you don’t have to be” – reflects the brand’s disruptor mentality. The campaign went live last week in major markets across the country in digital OOH and on social media that will run through the fall.

Anne-Marie Docherty, who was appointed as Halo Top’s president in 2023, tells strategy that the brand has straddled the creative approach before, honing in on the idea that not everyone can be perfect when it comes to diet.

“We have an opportunity in Canada to continue to expand our overall awareness KPI,” Docherty says. “Our strategy is to educate but also breakthrough and be memorable. Finding a unique point of difference is always important to help you stand out with consumers. The key of course is to be authentic to your brand and product. We are fortunate that Halo Top in itself is unique and a disruptor in the category. We just needed an idea to bring that to life.”

Since arriving in Canada in 2018, the Los Angeles-based company has carved out significant market share across the country with its “Indulgence Reimagined” positioning that highlights Halo Top’s high-protein low-sugar products.

Docherty says, with distribution across national banners, Halo Top is well positioned to reach Canadians from coast to coast.

“Halo Top has great momentum today,” she explains. “We are a disruptor in the category, and while we’ve had some great success to date, we want to have our marketing challenge traditional thinking, just as our product does.”

The campaign was created by Angry Butterfly working alongside Brand Momentum and Bodega.