Häagen-Dazs Will Make Its Tremendous Bowl Debut in 2025

Ice cream model Häagen-Dazs is getting into the extremely aggressive Tremendous Bowl advert combine, because it has bought nationwide airtime throughout Tremendous Bowl 59. The model is within the sport for the primary time in its greater than 60 years in enterprise. 

The model is now present in 25% of U.S. households, and Häagen-Dazs determined the time had come to achieve out to its viewers within the yr’s greatest and most watched sporting occasion. 

“It is a momentous event for the model and an iconic cultural second that brings us collectively via meals,” stated Rachel Jaiven, head of Häagen-Dazs advertising, in an announcement. “We’re proud to be part of the Tremendous Bowl for the primary time and shine a brand new mild on our indulgent and rising portfolio.” 

The Tremendous Bowl work will likely be led by a brand new artistic company accomplice, good&frank, which can develop and produce the model marketing campaign activating in the course of the Tremendous Bowl and different key cultural moments all year long, together with a platform for the model. Good&frank received the work after a aggressive pitch led by the model.

Because the newly awarded lead artistic for the U.S., good&frank will assume artistic and strategic advertising duties transferring ahead. Häagen-Dazs had named BBH its world lead artistic company earlier this yr, and this work will likely be separate from that remit.

Particulars of the deal weren’t disclosed, however COMvergence estimates the 2023 U.S. spend for Haagen-Dazs at $32 million for each conventional and digital.

Good&frank is an impartial artistic company, launched in 2022 by ex-Goodby Silverstein & Companions execs Laura Petruccelli and Graham North. The company has already completed work for the San Francisco Giants, Kits Eyewear and Les Mills, all received with no pitch.

Received with the primary pitch

Häagen-Dazs is the primary pitch good&frank has been concerned with, and it received the work partly because of its founders’ heritage with earlier Tremendous Bowl work with GS&P, but additionally via its ardour for the model.

“We immediately fell in love with the good&frank staff. Their creativity, honesty and keenness for Häagen-Dazs was evident from the beginning. We knew instantly they have been the right companions to assist carry us to the Tremendous Bowl, and additional our legacy as a revered and beloved model,” stated Jaiven. 

When good&frank began conversations with the model, the company thought it was simply to be an company accomplice for a brand new model platform, however the staff found that the Tremendous Bowl was the launch pad for the brand new platform a couple of conferences in, and with a Tremendous Bowl heritage, the company was in a position to land the work.

Petruccelli, co-founder and CCO at good&frank, stated that the truth that the model wished the company extra for the artistic platform and the long-term relationship was a lot better than simply being a one-off collaborator.

“It’s a deeper relationship, which is nice,” Petruccelli instructed ADWEEK.

She continued that the company’s identify helped land the enterprise as a result of they reside as much as the identify.

“It could be on the nostril, however shoppers are excited to work with folks which can be values-driven, and that wish to have like a kinder, extra frank technique to work,” stated Petruccelli.

Tamera Geddes, accomplice and president at good&frank stated the company was thrilled to have received the enterprise for a model as iconic as Häagen-Dazs.

“For an organization that believes within the energy of being nicer and franker, working with ice cream is a dream. We love the eye to element and care that’s put into all of the unimaginable flavors, and this turns into an infinite artistic playground for us,” stated Geddes in an announcement.

Petruccelli stated that Häagen-Dazs needs to enter tradition the appropriate manner and the Tremendous Bowl is a manner to do this within the greatest manner potential whereas extending the platform far past the one massive occasion.

Tone was one of many massive matters of dialog for the company and model as they received to know one another, and the Tremendous Bowl will assist set that tone.

“They’re such a trendy model. They’ve completed a fantastic job prior to now couple of years of upping their feel and appear to really feel culturally related in that manner. However the way you elevate with a little bit of a wink within the Tremendous Bowl is a very enjoyable problem. I’m very proud to say we’ve landed them an thought and a platform that may assist them try this,” stated Petruccelli.

Aiding within the improvement and activation of the Häagen-Dazs Tremendous Bowl 2025 marketing campaign are present company companions Spark Foundry, which manages paid media throughout the Dreyer’s Grand Ice Cream portfolio, and The Door for all public relations, influencer and expertise assist.