Häagen-Dazs is an ice cream far superior to the category it has been placed in. "Premium" ice cream also included Ben and Jerry's "everything and the kitchen sink" flavor combinations.

We wanted to elevate Häagen-Dazs into a category of its own. Something that spoke to the same passion for cuisine that our target market had. We gave them, artisan ice cream.

 

First, Häagen-Dazs will visit various festivals across the world. From the Rose Festival in Portland to the Cheese Festivals in Holland. Häagen-Dazs will create ice cream on site with the festivals celbrated ingredient. They can only be tasted and bought within the festival, served in embossed collector mason jars that our target will love.

 

We know our target loves to blog about their food experiences. That's why we're sending thought leaders, and popular food bloggers a unique hand crank ice cream maker with an inviation to create, and a thank you for sharing the same passion for authentic eating experiences.

 

Part of loving your food, is knowing it's sourse. Just like walking into their favorite bakery each lid will connect foodie to farmer.

 

To further connect our target in the digital world, we partnered with google maps and created "ingredient searches." Users can literally type in "strawberry" and be taken to the very place, with photos and videos, where Häagen-Dazs finds the finest strawberries this Earth has to offer.

 

Our Twitter and Facebook pages follow the same passion for food, and keep their artisan integrity. During the summer each day we compose a Haiku that pays homage to the days flavor. Facebook helps give true artisans on the street the oppurtnity to keep doing what they do, with a little boost from Häagen-Dazs.

 

Just as wine pairs great with certain foods, so does Häagen-Dazs ice cream. Certain flavors pair with the spices and herbs used for your main course, making Häagen-Dazs a perfect garnish to the experience.

 

Finally, an ad campaign for the classic and natural appreciation for food would not be complete without print and outdoor. These ads are literal works of art. Hand painted. The billboard starts as a blank canvas that is painted over time to it's final presentation.