# Cuffing Season Yogurt Campaigns Harmless Harvest Taps Megan Stalter for 'Spooning Season' Campaign By Niko Pajkovic | Published 2021-11-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/harmless-harvest References: [nosh](https://www.nosh.com/food-wire/2021/harmless-harvest-launches-new-campaign/) & [shop.harmlessharvest](https://shop.harmlessharvest.com/pages/spooningseason)  [Harmless Harvest](https://www.trendhunter.com/trends/coconut-dessert), the makers of [dairy-free coconut yogurt](https://www.trendhunter.com/trends/vanilla-malkshake), have partnered with [HBO's](https://www.trendhunter.com/trends/the-white-lotus-x-coffee-mate) 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 ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 2% | Activity: 36% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Branded Dairy-Free Challenges](https://www.trendhunter.com/trends/dairyfree-february.md) - [Sitcom-Style Thanksgiving Campaigns](https://www.trendhunter.com/trends/whipshots-pattis-good-life.md) - [Breakfast-Themed Breakup Campaigns](https://www.trendhunter.com/trends/krusteaz-campaign.md) - [Immersive Dairy-Free Summer Campaigns](https://www.trendhunter.com/trends/free-your-mind.md) - [Autumnal Probiotic Yogurts](https://www.trendhunter.com/trends/coconut-cult-probiotic-coconut-yogurt.md) - [Speed Dating Diners](https://www.trendhunter.com/trends/real-matches-are-back.md) - [Co-Branded Probiotic Yogurts](https://www.trendhunter.com/trends/coconut-cult-x-midday-squares.md) - [Pumpkin-Inspired Community-Themed Campaigns](https://www.trendhunter.com/trends/tri-pumpkin.md) - [Cranberry Season Campaigns](https://www.trendhunter.com/trends/how-you-cran.md)