Tarrytown, New York-based Nightfood Holdings Inc., the better-for-you snack company targeting the $50 billion Americans spend annually on nighttime snacks, is airing the company’s first video ads on connected TV and “over-the-top” TV to consumers across the country.
With its recent introduction into Walmart freezers, Nightfood sleep-friendly ice cream is now available in almost 2,000 supermarkets across the U.S., including divisions of Kroger, Albertson’s and H-E-B, as well as Rouses Markets, Lowes Foods and other independent chains.
The precision TV ad campaign is being coordinated and executed by the advertising agency of Jekyll & Hyde Labs, a full-service ad agency dedicated to scaling CPG challenger brands. Nightfood ads will appear on over-the-top TV (OTT) and connected TV (CTV) and will reach users of popular ad-supported network services such as Hulu, Roku, FUBO, Sling TV, as well as apps such as ESPN, A&E, Fox, Discovery Channel and more.
To drive maximum efficiency, the TV ad campaign will be geographically targeted, with a focus on consumers who already shop at the specific store locations where Nightfood is available for sale.
“We’re reaching people while they’re streaming their favorite shows, mostly at night,” said Nightfood CEO Sean Folkson. “That’s prime snacking time. We believe the targeting we are able to achieve with this campaign will be incredibly powerful, and we’re working with a partner that specializes in scaling consumer brands through supermarkets and mass retail.”
Jekyll & Hyde founder Dr. Mark Young and Justin Girouard, hosts of the CPG Insiders podcast, are the strategic forces behind the TV ad campaign. Recent Jekyll & Hyde case studies include Eggland’s Best, Botticelli Foods and Simply Potatoes.
“Nightfood’s sleep-friendly ice cream has tremendous appeal, and our job is to introduce the brand to those consumers most likely to become long-term customers,” said Young. “The Nightfood team has created this new category of night snacks, and we believe the product delivers on the brand promise. We believe the campaign will be a great success.”
More than 80 percent of Americans snack regularly at night, resulting in an estimated 700 million nighttime snack occasions weekly, and an annual spend on night snacks of more than $50 billion. Recent research confirms these snacks, in addition to being generally unhealthy, can impair sleep due to excess fat and sugar consumed before bed.
Nightfood ice cream, the brand’s first mainstream product, is uniquely formulated by sleep and nutrition experts to contain less of those sleep-disruptive ingredients, along with a focus on ingredients and nutrients that research suggests can support nighttime relaxation and better sleep quality.
Nightfood ice cream is available in divisions of Walmart, Kroger, Albertson’s and H-E-B, as well as many regional supermarket chains and independent retailers, and select hotel locations.