Premium ice cream brand Häagen-Dazs has rolled out a new social media and point-of-sale campaign based on honest consumer feedback and data, called Taste the Truth.
The drive brings Häagen-Dazs’ new strapline, ‘The Ice Cream of Ice Creams’, to life, aiming to cement the brand’s premium positioning globally. It’s currently being communicated in UK, France, Spain, Portugal, Belgium, Poland, and Romania. Taste the Truth activity was conceived and delivered by creative agency Space, alongside Hashting, a promo & engagement platform providing consumer journeys on SMS and WhatsApp and launched in Spain and Portugal on May 12th.
Activity kicked off with phase 1 where the brand invited people to “Taste the Truth” via social posts, offering up a free pint of ice cream in return for their honest feedback about Häagen-Dazs.
Phase 2 then leveraged this consumer feedback to create in-feed Instagram posts and shopper POS, to ‘spread the truth’. These are real insights from real people, and in the case of the Instagram posts, the creative features images of respondents proudly holding their pints of ice cream.
One piece of feedback describes Häagen-Dazs as ‘My moment to disconnect from everything and everyone’, while another simply claims, it’s “the best ice cream”.
Of the over 1600 people surveyed for the qualitative and quantitative research in Spain, 95% agreed with the sentiment that Häagen-Dazs is indeed ‘The Ice Cream of Ice Creams’.
Sean Kelly, Associate Director at Space: “The campaign, made possible in partnership with Hashting mobile technology, was the 1st time General Mills delivered a consumer journey with a fully closed-loop, direct on WhatsApp & track the impact of nano-influence. The simplicity of using real consumer quotes has created bold and consistent communications across several channels. The results show that Häagen-Dazs is The Ice Cream of Ice Creams.”
Spread the Truth is still to go live in Belgium, Poland, and Romania, with more territories to follow.