Häagen Dazs: Crafted

Häagen-Dazs, an ice cream brand, used PR to develop a campaign in the US to launch its limited edition artisan flavours.

Campaign details

Advertiser: Häagen DazsAgency: Interfuse/Ketchum Sports & Entertainment

Background

Founded in 1960 as a "handcrafted" and "artisanal" product long before those adjectives became de rigueur, Häagen-Dazs has grown to become a giant in the ice cream category and a valued member of the Nestlé family. But by 2015, small-batch culinary artisans were everywhere and upstart competitors were taking a bite out of Häagen-Dazs' share.

Consequently, the brand launched a line of limited edition ice cream favors: the Häagen-DazsArtisan Collection. This collection was unique because it was painstakingly co-created with small-batch...

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