Campaign celebrates ‘real’ ice cream
Häagen-Dazs has revealed its new advertising campaign entitled Real Emotions, a series of black and white press adverts featuring real life couples to communicate the brand’s belief that ‘nothing is better than real’.
The campaign is also urging government and industry stakeholders to change the current practice in the UK of labelling ice cream by volume.
Jennifer Jorgensen, marketing director of General Mills UK, says, “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.”
Häagen-Dazs is campaigning for ice cream to be labelled by weight as a fairer way for consumers to make their purchase decisions. Due to the universal practice of adding air to ice cream products, labelling ice cream by weight gives consumers a basis to make more meaningful comparisons of product quantity and value for money.
