17 August 2018: After competitive pitches, Pulse Communications has been appointed as the brand marketing agency of record for newly-launched Halo Top, the low-calorie frozen dessert brand with a cult following that hails from the US, and KitchenAid, the premium kitchen appliance brand.
Pulse’s Melbourne team has also been appointed by RACV (Roadside Assist, Car Loans, Insurance and Travel), to manage communications across its Home Division.
Jacqui Abbott, Managing Director of Pulse, said they were delighted to add three big consumer brands to their enviable client roster and that Pulse’s strong creative, media and influencer product offerings were central to securing the wins. “Our commitment to providing our clients with unique creative business solutions has driven this new business surge, and our Sydney and Melbourne teams have already delivered highly effective and exciting campaigns for both Halo Top and RACV in recent weeks,” she said.
Under Halo Top’s remit Pulse has been tasked with managing the brand’s overall communications strategy, including building brand awareness, establishing a network of influencer devotees, and media relations activity.
In its first campaign for the brand, Pulse recently launched the Halo Top ‘House of Happiness’, a full immersive experience that showed media and consumers that Halo Top is a product that makes everyone happy; bringing the joy and happiness of ice cream without the guilt.
The House of Happiness campaign, spearheaded by a media and influencer event, involved more than 100 high profile guests enjoying things known for making people happy: puppies, massages, champagne and new flavours of Halo Top ice cream.
Abbott said: “Working closely with Halo Top’s LA and Australian teams we are focused on driving mass awareness for the brand and through our unique Influencer Intelligence platform, increasing their devoted following locally at scale.”
Since being appointed by RACV, the team has commenced working on projects within RACV’s Home Division, with the launch of the RACV Tiny Home. Designed to help Victorians better understand what really makes a home perform well, the RACV Tiny Home was developed in partnership with award-winning Australian architect and Grand Designs Host, Peter Maddison, and was launched to media and consumers in early August. Follow the build of the RACV Tiny Home here: https://www.racv.com.au/in-your-home/in-your-home/tinyhome.html
In August, Pulse was appointed agency of record for KitchenAid on a project to celebrate a limited-edition range for 100 Years of KitchenAid. The activity is focused on driving brand awareness with new audiences, as well as education of the anniversary and product range.