The Ice Cream of Ice Creams brand, Häagen-Dazs, is spreading moments of joy with a hyper-personalised marketing campaign targeting affluent London borough, Wandsworth.
The brand is working with retailers to drive sales, with POS merchandising displayed in over 100 independent retail stores in Wandsworth and a two-for-one promotion available in selected wholesalers*. Waitrose Wandsworth will also receive a special Häagen-Dazs makeover, with eye-catching POS merchandising and sampling in store to encourage people to try the gold standard of premium ice creams.
To support the campaign and drive visibility among consumers, the brand has launched a media takeover of Wandsworth, running until the 9th August. Attention-grabbing creatives will be displayed on billboards, shopping centre screens, digi-screens and kiosks across the borough, featuring a QR code and call to action to direct users to a bespoke landing page.
The page will present a variety of offers to select from, including the option to claim a free pint of Häagen-Dazs ice cream in Waitrose or Sainsburys, exclusive coupons to use on Deliveroo and GoPuff, and a competition to win a table for 10 at Neverland in Fulham. Neverland will host Häagen-Dazs’ new ‘Ice Cream Van of Ice Cream Vans’, an experiential consumer activation running until the 29th August.
Taking inspiration from China, a country advanced in omnichannel activations and a localised approach, Häagen-Dazs is using the campaign to test its new marketing strategy, before replicating the bespoke activity in other major cities.
Jose Alves, Marketing Manager at Häagen-Dazs UK, said: “Häagen-Dazs is known for bold, distinctive experiences that captivate consumers into fully savouring the now. Our new campaign embodies this ethos, taking our marketing strategy to the next level whilst supporting retailers to maximise the summer sales opportunity.
“We’re trialling the campaign in Wandsworth, a key demographic target for Häagen-Dazs, so we can measure success before expanding to other key cities. We are working with key partners across the omnichannel to personalise and customise our approach to ensure Häagen-Dazs is front of mind while increasing distribution, and ultimately, unlocking even greater moments of joy.”