Häagen-Dazs Will Make Its Tremendous Bowl Debut in 2025


Ice cream model Häagen-Dazs is coming into the extremely aggressive Tremendous Bowl advert combine, because it has bought nationwide airtime throughout Tremendous Bowl 59. The model is within the recreation 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 succeed in out to its viewers within the 12 months’s greatest and most watched sporting occasion. 

“It is a momentous event for the model and an iconic cultural second that brings us collectively by means of meals,” mentioned 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 gentle on our indulgent and rising portfolio.” 

The Tremendous Bowl work will probably be led by a brand new inventive company associate, good&frank, which can develop and produce the model marketing campaign activating throughout the Tremendous Bowl and different key cultural moments all year long, together with a platform for the model. Good&frank gained the work after a aggressive pitch led by the model.

Because the newly awarded lead inventive for the U.S., good&frank will assume inventive and strategic advertising duties shifting ahead. Häagen-Dazs had named BBH its world lead inventive company earlier this 12 months, and this work will probably 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 inventive 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 gained and not using a pitch.

Gained with the primary pitch

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

“We immediately fell in love with the great&frank crew. Their creativity, honesty and fervour for Häagen-Dazs was evident from the beginning. We knew straight away they have been the proper companions to assist carry us to the Tremendous Bowl, and additional our legacy as a revered and liked model,” mentioned Jaiven. 

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