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Häagen-Dazs | Christmas period ice cream cake

Häagen-Dazs is an American ice cream brand, created by Reuben Mattus in New York in 1961. It forms part of the parent company General Mills. The ice cream is available in a wide range of flavours and is regarded as an A brand, meaning that it’s thick (little air is introduced during the production process) and contains a lot of milk fat. It is sold in both supermarkets and specialised ice cream shops.

01

Objective

During the Christmas period, Häagen-Dazs launches an ice-cream cake in collaboration with a well-known designer. In keeping with this premium brand, the client also expects appearances in premium magazines in Belgium.

02

Press releases

Sending out and following up press releases in Dutch and French.

03

Editorial tour

In addition, we visited – in accordance with the theory of "seeing (and tasting) is believing" - a number of major editorial offices.

04

Results

Food, lifestyle and home magazines all appreciated the ice-cream cake. There were appearances in e.g. Ambiance Culinaire, Flair, Gael, Het Laatste Nieuws, Jet Antwerpen, Les délices de Femmes d´Aujourdhui, Pure magazine, … Online: Twitter Culipress, Elle.be, … The final ROI was well above the invested budget.

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