Häagen-Dazs aims for honesty with ‘Real Emotions’ ad campaign featuring real couples
Häagen-Dazs has begun a new advertising campaign called ‘Real Emotions’ using print ads featuring real couples.
Häagen-Dazs print ads feature a series of different real scenarios
The nationwide campaign, created by an interagency collective including 101, UM London, See.Saw Communications, Things with Wings, Home of Social and Tetra Strategy, was designed to communicate the brand’s belief that "nothing is better than real."
The new brand image shows real couples sharing "honest emotions" to back up the ice-cream producer's commitment to using real ingredients.
The campaign will see single and DPS print adverts, published across a mix of food, women’s monthly and weekly titles until the end of October 2014.
Both press and outdoor activities will be supported online across Facebook and Twitter using the ‘#realornothing’ hashtag.
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. Reuben Mattus felt his creation was so different to other products on the market that he chose not to call it ice cream, just Häagen–Dazs.
“Today we are more committed to our founding principles than ever and believe that ice cream should be real or nothing. If it doesn’t start with real milk and cream, it just isn’t Haagen-Dazs.”
The summer campaign aims to encourage greater consumer understanding of the brand and to re-engage with ice cream lovers who respect quality ingredients.
This is a step away from the brand's previous activity, which last year included a series of video ads featuring actor Bradley Cooper.