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
Key Themes Behind This Trend
- 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.
- Humorous How-to Videos
- Opportunity to create humorous how-to videos that are unexpected but entertaining while promoting a product/service.
- Cultural References for Marketing
- Opportunity to use cultural references in marketing content that will resonate with target audiences and increase engagement.
Where This Applies
- 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.
- Online Streaming Services
- Opportunity to collaborate with online streaming services to create timely, culturally relevant marketing campaigns that promote a product/service.
- Apparel Industry
- Opportunity to collaborate with apparel brands to create marketing campaigns that are humorous, unexpected but entertaining while promoting a product/service.
