Talking Retail Grocery and product news for independent retailers
The “Love The Mix” campaign is a continuation of its “Don’t Hold Back” concept in 2020 and showcases its two latest launches – Häagen-Dazs Duo and The Häagen-Dazs Cocktail Collection – which combine contrasting flavours, categories and trends to create an “altogether elevated taste experience”.
The campaign is supported by activity worth £2m, including a three-month TV advert and a presence across social media and video-on-demand platforms.
Kat Jones, marketing manager for ice-cream, said: “This summer, after an especially difficult year, we want to celebrate what happens when contrasting things come together to become something even better and bolder.
“It is not just our new Duo and Cocktail Collection ice creams that follow this theme, Love the Mix embraces all the different aspects and quirks of ourselves and our lives.
“The campaign has an impressive, expected reach of 95% of the brand’s target audience, and its widespread presence means we are expecting to remain top of mind with shoppers especially as lockdown begins to ease that little bit more.”
The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.
