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Key Takeaways:
- GoodPop’s “Summer of Yes” campaign empowers parents to say yes with healthier frozen snacks.
- The campaign includes a comedic video, product giveaways, and an in-person family event.
- The creative highlights absurd summer parenting moments with help from agency Crybaby Kingdom.
GoodPop wants parents to stop saying no, at least when it comes to summer treats.
Kicking off just after Memorial Day, the frozen dessert brand launched its “Summer of Yes” campaign.
It taps into the frustration many parents feel during school-free months when they struggle to keep their kids entertained.
GoodPop’s better-for-you frozen treats, which are free of artificial dyes, sweeteners, and gluten, aim to give parents a reason to say yes without the guilt.
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At the heart of the campaign is a new comedic video, developed in partnership with creative agency Crybaby Kingdom.
It's centered on a fictional support group for parents overwhelmed by always refusing their kids and explaining why they do so.
The humor comes from absurd requests like, "Can we build a rollercoaster in the yard?"
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However, the solution is always simple: say yes to a GoodPop.
The campaign was sparked by a brand survey of 200 parents, which found that:
- 94% say no to their kids daily
- 60% say it more often during the summer
With GoodPop, the company hopes to make it easier for parents to have one less thing to worry about.
Prizes, Play, and Popsicles
The 30-second hero spot starts in a parent support group, where they openly discuss the absurd inquiries they get from their children.
"No, you can't microwave a crayon," one tells a group member.
"No, you can't drink from the dog bowl," another says.
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As they all bond, the spot culminates in an answer they can all say yes to.
Beyond the video, the “Summer of Yes” campaign rolls out through giveaways and in-person activations.
From May 27 to 31, select consumers in key cities can win free GoodPop deliveries via Gopuff.
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Instagram users also have a shot at themed kits packed with kid-friendly items.
These include body markers from Ooly, sprinkles from Supernatural, and coffee alternatives from Kiid Coffee.
The campaign will wrap with a family-friendly event in Austin on June 14, hosted in partnership with lifestyle publication “Mother.”
Here, parents and kids can join summer-inspired activities that bring the campaign’s playful spirit to life.
Our Take: Why Not Say Yes to Honest Marketing?
Through spontaneity and guilt-free indulgence, the brand leans toward health-conscious yet joyful snacking.
I appreciate how GoodPop uses its summer campaign not just to drive sales, but to reinforce its brand identity as a parent-first, ingredient-conscious option.
It’s a clever reminder that sometimes the best brand stories are the ones that say "yes."
Creative agencies can learn from how GoodPop keeps it simple and relatable, showing that you don’t need heavy messaging to connect with the right audience.
Previously, Ocado and Uncommon also launched their own summer campaign titled "Life Delivered."
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