Everyday Made Extraordinary for Häagen-Dazs.
Häagen-Dazs wanted to move beyond ‘Bradley Cooper with a spoon’ as the brand lost market share. Enter the Everyday Made Extraordinary campaign which marked a transformative rebrand for Häagen-Dazs, aiming to modernise its image and resonate with a younger, millennial audience. Moving away from its traditional luxury cues, the brand embraced a more vibrant and inclusive approach leading to significant sales growth.
Leading the team at Saatchi & Saatchi, my role was to ensure the campaign extended into all touchpoints including in-store, digital, social, experiential with supporting sponsorship activations at Wimbledon, and was flexible enough to work across new product launches during key seasonal moments.
The campaign led to a significant sales uplift for Häagen-Dazs and has since marked a turning point in record marketing investment in the brand by corporate owner General Mills.
