Halo Top is aiming to generate an Instagrammable buzz with a big, inflatable version of its most popular product that will be touring parks in the Greater Toronto Area this summer.

“Saying Halo to Summer” has the challenger frozen dessert rolling out a 10-foot balloon shaped like a tub of its salted caramel tub ice cream, one of the brand’s best selling SKUs. and distributing Halo Top coupons.

From July 8 to Aug. 13, the balloon will be making its rounds to numerous Toronto-area parks and neighbourhoods like Liberty Village, Trinity Bellwoods, as well as Port Credit, Hamilton and Burlington beaches. Each stop will also include coupon distribution.

The inflatable tub is about making an impact, driving trial and building awareness, says Anne-Marie Docherty, managing director of Halo Top Canada. “We’re trying to be disruptive,” she says.

Halo Top is also hosting a national contest on its promotions site for a weekend getaway at the Elora Mill Hotel & Spa, where entrants will also receive a $2 coupon off their next Halo Top purchase.

The contest’s spa prize ladders back to the treat’s positioning as “an indulgence you can feel good about” and is “a real match for the Halo Top brand,” Docherty explains.

Summer activations are a frequent vehicle Halo Top uses to get the word out. When the brand launched its portable Halo Top Bars pre-pandemic, it gave customers a chance to rent a Halo Top Airstream trailer through TripAdvisor vacation rentals, capitalizing on the vehicles’ nostalgic Instagram-friendly shiny metallic aesthetic. Last year, Halo Top took its positive, happy message to music festivals with a similarly eye-catching truck.

The brand is using Instagram and Facebook, as well as influencers, to generate interest in the balloon, its accompanying coupon and contesting effort. Paid media spend will focus on digital in order to go after the 25- to 45-year-old set, which is a bit of a narrower and younger target than some of the competition.

“We have a very loyal shopper and a loyal base,” Docherty explains, telling MiC that in Canada, its Instagram following is already higher than key legacy rivals like Ben & Jerry’s and Häagen-Dazs.

The CPG recently announced its expansion into Longo’s and Food Basics stores across Ontario in a strategic move to bring the frozen treat to a wider customer base across the region.

“Longo’s and Food Basics are both outstanding retailers,” Docherty says. “Ensuring our products are available to as many consumers as possible through our existing and future retail partners is always top of mind for us.”

Brand Momentum, Halo Top’s integrated AOR, is providing support for “Saying Halo to Summer.”