Harmless Harvest, the makers of dairy-free coconut yogurt, have partnered with HBO's Hacks star Megan Stalter to launch a new 'Spooning Season' campaign. The campaign's title riffs on the idea of 'Cuffing Season' -- the time of year when things get colder, life slows down, and people begin looking to "cuff" a romantic partner for the winter.
The campaign features three videos in which Stalter teaches viewers about the "art of spooning," providing how-to guidance for conducting moves such as "The Big Dipper", "The Parfait", and "The Teaspoon." However, instead of performing these cuddling techniques on a person, Stalter uses a giant stuffed spoon.
"We wanted to do something unexpected, funny, and lighthearted while simultaneously leaning into timely, culturally relevant dialogue, all while giving a nod to our dairy-free yogurt alternative," said Heather Cutter, SVP Sales, Marketing, and Innovation at Harmless Harvest.
Cuffing Season Yogurt Campaigns
Harmless Harvest Taps Megan Stalter for 'Spooning Season' Campaign
Trend Themes
1. Spooning Season Campaigns - Opportunity to tap into 'cuffing season' culture and launch campaigns that are timely, culturally relevant, funny, and lighthearted while promoting a product/service.
2. Humorous How-to Videos - Opportunity to create humorous how-to videos that are unexpected but entertaining while promoting a product/service.
3. Cultural References for Marketing - Opportunity to use cultural references in marketing content that will resonate with target audiences and increase engagement.
Industry Implications
1. Dairy-free Yogurt - Opportunity to create dairy-free alternatives to traditional yogurt that cater to lactose intolerant and vegan consumers while using culturally relevant marketing tactics.
2. Online Streaming Services - Opportunity to collaborate with online streaming services to create timely, culturally relevant marketing campaigns that promote a product/service.
3. Apparel Industry - Opportunity to collaborate with apparel brands to create marketing campaigns that are humorous, unexpected but entertaining while promoting a product/service.