Haagen Dazs
Real Love


  • Brand Strategy
  • Copy-writing
  • Design
  • Experiential
  • In Store Marketing
  • Social Media

In early 2016, General Mills approached BACKUP to create a strategy for Häagen Dazs’ Valentine’s Day campaign ‘Nothing is better than REAL’.

TASK

Increase Häagen Dazs brand awareness around Valentine’s Day, as well as drive consideration for the product at store level.

SOLUTION : SOCIAL & DIGITAL

To capitalise on the sentiment of the occasion and communicate the ‘REAL’ brand message, BACKUP designed a campaign that focused on authentic real couples and their love stories.

We leveraged the existing Häagen Dazs Facebook page and designed a social media contest to engage with fans by asking them to post; ‘When did you know your love was real?’ Three winners were then secretly contacted to attend a photoshoot and tell their love story on camera, with aim to surprise their partners on Valentine’s Day. The three contest winners turned billboard stars then set up their partners to be surprised with their special messages. We captured the full process from photoshoot to partner reactions and then released the complete video through Häagen Dazs’ social pages on Valentine’s Day.

This contest and video was combined with an ongoing calendar of relevant messaging that keep the brand in mind around the Valentine’s period.

SOLUTION : INSTORE

In order to encourage sales at store-level customers were offered the opportunity to personalise a tub of Häagen-Dazs for their ‘REAL’ love. Our in-house design team produced a series of customisable sleeves and eye-catching stands that sat outside five targeted Tesco locations, here customers could choose their message and sleeve to wrap their tubs. Over 1,365 customised tubs were created in just five days of the roadshow, with an overwhelmingly positive response from customers and retailers alike.

The overall campaign was the most successful in the history of Häagen-Dazs in Ireland, leading to high triple digit growth YOY during the month of February and an astounding 23% (+29%) increase in market share for the brand.