AgencySpy: Anomaly Beats Out Doner and CP+B to Win Halo Top Ice Cream

Anomaly’s newest client is Halo Top, the high-protein ice cream “you have to taste to believe.”


According to several parties close to the matter, the agency beat out CP+B as well as fellow MDC shop Doner in the final round of a review to win the business.

The client has not responded to a query regarding the review. CP+B, Anomaly and Doner declined to comment.

Over the summer, the brand brought on Philadelphia agency Red Tettemer + Partners to create its first national campaign. Today an agency spokesperson clarified that it had only worked with the client on select projects, not on a retainer basis. Halo Top previously handled all of its marketing efforts in-house.

It was only later that Halo Top collaborated with “ad parody master” and YouTube creator Mike Diva to develop the creepy, dystopic spot that our parent publication enjoyed so much in September.

In case you’re not familiar with the brand, it’s ice cream for people who work out (or like to pretend that they do). Its “guilt-free pints” feature less sugar, less fat and more protein than your average artery-clogging goodness from those two guys in Vermont. A July press release claimed that Halo Top had become the top-selling ice cream pint in the U.S., and recent reports by food trade journals credit Halo Top, along with recent hurricanes in Florida and Texas, with eating into Unilever’s share of the U.S. ice cream market. A Unilever spokesperson acknowledged that the L.A.-based company had take 1.5 percent of its share and that it would release more Breyers light varieties in response.

The client’s annual marketing budget numbers weren’t available at the time this post went live.

This is Anomaly’s latest headlining win after it succeeded Arnold as Carnival Cruise Lines’ AOR back in August. It’s currently one of five top shops pitching BMW.

from Agency Spy: