The Summer of YES campaign set out to help parents embrace joy and spontaneity during a season when they say “no” the most. A GoodPop-led study with 200 parents found that 94% say “no” daily, and 60% do so even more during summer break. Grounded in this insight, the campaign aimed to reframe summer as a time for connection, optimism, and accessible “yes” moments supported by treats parents can feel good about.
By saying no to artificial flavors, added sugars, and the unnecessary ingredients families try to avoid, GoodPop makes better-for-you treats that promote spontaneous joy. Parents already juggle constant decisions and mental load, and GoodPop’s clean-label approach gives them an easy, trustworthy “yes” that aligns with their values.
GoodPop’s objectives were to introduce simple ways for families to experience more positivity through clean-label frozen pops, spark a cultural conversation about the power of saying “yes,” and offer parents tangible tools and opportunities to create meaningful moments with their kids. The campaign was designed to meet families where they are — at home, online, and in their communities — while reinforcing GoodPop’s commitment to real ingredients, transparency, and joyful experiences.
GoodPop activated Summer of YES through a coordinated mix of product seeding and giveaways, storytelling, and hands-on engagement — all designed to meet parents where they truly are: overwhelmed, overstretched, and constantly navigating the daily barrage of requests, needs, and decisions. The campaign tapped into the universal emotional struggle of modern parenting, where “no” becomes a default simply because parents are exhausted, not because they don’t want to say “yes.”
The initiative launched with a national partnership with Gopuff, offering families in select cities a free box of GoodPop pops delivered in minutes through summerofyes.goodpop.com. This provided parents with an immediate, low-effort way to spark a positive moment — a small, simple “yes” that didn’t require planning, time, or energy they didn’t have.
To authentically mirror the emotional reality of parenthood, GoodPop partnered with Crybaby Kingdom to create a comedic hero video set inside a fictional support group for parents worn down by nonstop requests. Using humor, the story held up a mirror to the exhaustion behind constant “nos” while highlighting how a better-for-you treat can transform a moment from draining to delightful. It framed “yes” not just as permission, but as a small act of joy and connection.
Expanding on this idea, the Summer of YES Kit offered a curated “Yes Kit” set of low-stress, high-play items meant to lighten parents’ mental load and create summer memories. With Electrolyte Freezer Pops, OOLY Body Doodlers, natural dye-free sprinkles, Kiid Coffee, googly eyes, and a whimsical “Popsicles for Breakfast” t-shirt, the kit gave families ready-made ways to create fun without added prep or pressure. GoodPop sent 50+ kits to parenting creators around the country. Families could win their own through June Instagram giveaways — giving parents tools to spark imagination while removing the work usually required to make magic moments happen.
To bring this sense of reprieve into the real world, GoodPop and MOTHER Mag, which curates words, photos, podcasts, & IRL events celebrating the sisterhood of motherhood, hosted immersive Summer of YES events in Austin and Los Angeles. At the Austin event on June 14 at Create! Studio, families were invited to freely enjoy activities that are usually met with a “no” — painting on walls, getting messy, and eating popsicles for breakfast. By giving parents a space where “yes” was the default, the event offered a rare moment of relief from boundaries, structure, and decision-making. It was a win-win: fun for kids, and restorative for parents. The event received such positive feedback from families that a second one was added in Los Angeles.
Across every touchpoint, the Summer of YES campaign centered on easing parents’ emotional load. The message was simple: saying “yes” shouldn’t feel hard. By removing friction and replacing overwhelm with ease, GoodPop created accessible, joyful opportunities for families to reconnect with treats they could feel good about — reminding parents that sometimes the smallest “yes” can make the biggest difference.
The Summer of YES campaign generated meaningful engagement by inspiring families to participate across multiple touchpoints. The national activation with Gopuff drew strong interest, with parents in select cities actively participating and expressing enthusiasm for receiving GoodPop products through the Gopuff partnership.
On social media, the Summer of YES Kits created sustained interaction throughout the month, prompting parents to engage directly with GoodPop through comments, entries, and shares on Instagram. Total impressions for Summer of Yes-related media across platforms totaled over 221 million, and social impressions totaled over 9.8 million, which helped build ongoing dialogue within GoodPop’s community and kept the campaign top of mind well beyond the initial launch.
The in-person Summer of YES events deepened this connection by giving families a shared space to gather and participate. Attendance and participation at these gatherings reflected a genuine appetite for experiences that aligned with the campaign’s spirit. Parents and kids engaged with the activities in ways that felt natural and expressive, creating memorable moments that extended the campaign’s presence offline. Mother published recaps of each event, amplifying the reach.
Across all platforms, the community’s response showed that the Summer of YES resonated with families. The campaign not only encouraged participation but also fostered a sense of collective involvement, giving parents multiple ways to connect with the brand and each other. This level of engagement demonstrated the campaign’s success in bringing people together and sparking a conversation that extended beyond traditional marketing touchpoints.
