Häagen-Dazs, the ‘Ice Cream of Ice Creams,’ is heading to Manchester and Edinburgh with its Häagen-Dazs Flavour Club summer campaign.
The experiential campaign will champion alternative entertainment in a summer of sport. Touring across the UK from June to August, the brand will be launching sports-free activations in Manchester, London and Edinburgh to celebrate a summer of indulgence for Brits who aren’t as enthused by the upcoming sporting season.
2024 is set to witness a sport-soaked summer, however the Häagen-Dazs Flavour Club provides an escape for those who would prefer an evening with friends to the football finals, or a strawberries and cream serve to a tennis one. Häagen-Dazs is building a team centred around the love of ice cream, delivering one-of-a-kind consumer experiences across the UK.
Kicking off at Manchester Spinningfields Square on Saturday, June 29, offering alternative entertainment to the summer of sport, the Flavour Club will then travel down to London in July before taking up residency in Edinburgh on Friday, August 2. Each activation will offer a vibrant, high-energy atmosphere that embodies the brand’s #Don’tHoldBack ethos, on a mission to bring the joy to summer by focusing on scoops, not scores.
Bringing back its popular Disco Ice Cream Van, the activations will feature DJ sets and entertainment performances each day, from drag queens to stand up comedians to marching bands. Consumers can also relax on Häagen-Dazs’ Field, where they can challenge friends to classic lawn games and kick back on picnic chairs to soak in the sun.
Häagen-Dazs mini cups will be available in the UK’s favourite flavours, and Häagen-Dazs Bites, one of the brand’s latest indulgent innovations, will also be sampled during a ‘Happy Hour’ while the performances and DJ sets take place. Sports-style merch including limited edition Häagen-Dazs Flavour Club jerseys and scarves, will also be available to consumers to purchase as a playful alternative to classic sport.
Nicole Whelan, head of brand at Häagen-Dazs UK, said: “We are thrilled to launch the Häagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour. Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Häagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice cream, creating a team that everyone can back, whilst bringing people together to create unforgettable summer memories.”
The campaign will be further supported through social activity and local targeted OOH across the UK.
Häagen-Dazs Flavour Club locations, dates and opening times:
- Manchester Spinningfields Square, Sat 29th June 2024, 1pm – 7pm
- London Westfield Shepherds Bush, Friday 12th & Sat 13th July 2024, 12pm – 6pm
- Edinburgh Castle Street, Friday 2nd August 2024, 12pm – 6pm
