Campaign heralds new direction for Häagen-Dazs UK #realornothing

Häagen-Dazs has revealed its exciting new brand manifesto and advertising campaign entitled ‘Real Emotions’, a series of stunning, high-impact black-and-white press adverts featuring real-life couples.

The ads communicate the brand’s passionate belief that ‘nothing is better than real’ and the new brand direction celebrates real emotions and real ingredients.

The nationwide campaign includes single and DPS print adverts supported by digital escalator panels and digital six sheets. Both press and outdoor activity will be supported by intensive online activity across Facebook, Twitter (#realornothing, @haagendazsuk), Tumblr ( and high-impact online display advertising.

Jennifer Jorgensen, Marketing Director of General Mills UK said: “Our founder’s vision was to make the best ice cream in the world using only the finest, carefully selected ingredients. Today we are more committed to our founding principles than ever and believe that ice cream should be real or nothing.”

Häagen-Dazs is investing in a summer of campaign activity, including an extensive blogger engagement programme, a collaboration with chef Natalie Coleman and a PR campaign to urge government and industry stakeholders to change the current practice in the UK of labelling ice cream by volume.

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