Dive Transient:
- GoodPop, a maker of frozen dessert merchandise, kicks off a marketing campaign in the present day (Could 27) that showcases how the model’s better-for-you alternate options to popsicles and ice cream treats could make the summer season season slightly simpler on mother and father, in response to info shared with Advertising and marketing Dive.
- “Summer time of Sure” is impressed by a brand-led survey of 200 mother and father which discovered 94% say “no” each day to their children and 60% say it extra in the course of the summer season. Along with a comedic video spot on YouTube, the marketing campaign features a giveaway and in-person occasions.
- Customers in choose cities can have an opportunity to win a free field of product to be delivered by Gopuff between Could 27 and Could 31. The wide-ranging marketing campaign additionally contains an Instagram contest and an in-person occasion.
Dive Perception:
Elevated demand for more healthy alternate options to conventional choices is driving development within the world frozen dessert market, which is predicted to hit $196.3 billion by 2035. GoodPop is keying into the rising demand with a marketing campaign that arrives simply after Memorial Day, which may assist hold the model related throughout peak ice-cream shopping for season.
The model’s “Summer time of Sure” marketing campaign acknowledges that the summer season months, when most youngsters are out of faculty, can carry on a certain quantity of tension for caregivers. The model is positioning itself as wanting to assist alleviate a few of that stress by empowering mother and father to provide into their youngsters’s requests for popsicles and different frozen treats. The marketing campaign artistic additionally showcases a number of the extra absurd requests mother and father may hear in the course of the summer season. The Gopuff partnership additional encourages mother and father to embrace spontaneity with the prospect to win free, better-for-you alternate options to the standard seasonal treats.
On the forefront of the marketing campaign is a video made in partnership with Crybaby Kingdom. The video facilities round a assist group for fogeys who’re bored with saying “no” so usually. Nevertheless, GoodPop’s treats permit them to say “sure” for a change with treats which might be freed from synthetic dyes, sweeteners and gluten.
Gopuff isn’t the one model with which GoodPop is teaming up. Kits crammed with distinctive gadgets to maintain younger ones entertained, equivalent to physique markers from Ooly, sprinkles from Supernatural and even kid-friendly espresso from Kiid Espresso, will likely be given away by way of Instagram all through June. As well as, an in-person occasion is about to happen in Austin June 14. The occasion, which is in partnership with the publication Mom, can have actions for youngsters impressed by the bigger marketing campaign.
GoodPop, which launched in 2009, is out there in all 50 states at over 10,000 retail places, together with Entire Meals, Sprouts, Kroger, Costco and Wegmans shops. It joins different manufacturers in focusing on mother and father with better-for-you alternate options. Direct-to-consumer maker of kids’s meals merchandise Little Spoon not too long ago partnered with Mattel-owned youngsters’s character Barney to assist bridge generational divides.
