Luxury ice cream maker Häagen-Dazs and world-renowned pastry chef Pierre Hermé are set to unveil their UK marketing campaign to support the recent collaboration. Backed by a £1m investment, the campaign aims to drive consumer demand for the new Macaron range as the summer’s coolest treat with a French touch.
Now live, the campaign builds on the brand idea of Don’t Hold Back and the “The Ice Cream of Ice Creams” campaign platform, across multiple channels including TV, Online Video, Digital and Social. The activations will bring through themes of French culture, where Macarons and Ice Cream are celebrated throughout the entire summer à la Française.
The campaign focuses on the meaning of French connection, with the activities helping to celebrate and bring people together, just like Häagen-Dazs & Pierre Hermé brought together French macarons and delicious ice cream. Retailers should stock up on the exquisite ice cream range to avoid any disappointment this summer.
“The UK campaign dials up the magical indulgence of our first global collaboration for ‘The Ice Cream of Ice Creams’,” said Jose Alves, Head of Häagen-Dazs UK. “The partnership showcases the true craftsmanship of both brands; passionate about innovating and re-interpreting classic favourites and creating extraordinary experiences. Don’t Hold Back is what we embody in everything we do, and with this campaign, we are celebrating it with French flair.”