Häagen-Dazs teams up with Secret Cinema for Xmas Edition

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Luxury ice cream brand Häagen-Dazs has partnered with Secret Cinema, the pioneers of immersive storytelling, to launch its one-off Xmas Edition, building on the popularity of their successful lockdown collaboration.

Available to stream on Friday 18 December at 7:30pm, the Secret Sofa by Häagen-Dazs will return with a virtual seasonal screening of the 2003 comedy Elf, starring Will Ferrell as the festive finale.

“Secret Sofa by Häagen-Dazs allowed us to bring thousands of #HaagIndoors moments to living rooms across Britain and deliver a joy-filled experience while creating a new cultural moment during an unprecedented period of isolation,” commented Arjoon Bose, Europe-Australasia head of culture and brand experience at General Mills.

“The love from our collective consumer base as well as the industry recognition was truly a vibe that captured the heart of the nation. We are delighted to make a Christmas comeback with our friends at Secret Cinema to finish 2020 with cheer and communal vibes with a touch of our signature indulgence but more importantly, be a real force for joy during this season by helping the homeless.”

The festive promotion will support Crisis, the national charity for homeless people, donating £1 for every post across Instagram and Facebook featuring an elf-themed selfie or picture accompanied with Häagen-Dazs, using the hashtag #ElfieForCrisis until 18 December.

The evening will continue with an afterparty on Zoom from 9:45pm (GMT). Tickets are £3 with all proceeds going to Crisis.

Häagen-Dazs and Piper-Heidsieck have also collaborated to create a twist on an iconic cocktail – ‘Bud’s Fizz’ – combining Häagen-Dazs Zesty Lemon and Mandarin, orange juice and Piper-Heidsieck Brut Cinema Edition as the ‘elf favourite’ cocktail perfect for the afterparty.