Harmless Harvest Taps Megan Stalter for 'Spooning Season' Campaign
Niko Pajkovic — November 13, 2021 — Marketing
References: shop.harmlessharvest & nosh
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.
Image Credit: Harmless Harvest
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.
Image Credit: Harmless Harvest
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.
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