Häagen-Dazs launches “hyper-personalized” marketing campaign
Häagen-Dazs launched a hyper-personalized marketing campaign targeting London’s affluent neighborhood of Wandsworth.
The brand is working with retailers to boost sales, with POS merchandising displayed in over 100 independent retail stores in Wandsworth and a two-for-one promotion available at select wholesalers. Waitrose Wandsworth will also receive a special Häagen-Dazs makeover, with point-of-sale merchandising and in-store sampling to encourage people to try the ice creams.
To support the campaign and gain visibility with consumers, the brand launched a media takeover of Wandsworth, running through August 9. Creatives will be displayed on billboards, mall screens, digital screens and kiosks throughout the borough, complete with a QR code and call-to-action to direct users to a landing page on measure.
The page will feature a variety of offers to choose from, including the chance to claim a free pint of Häagen-Dazs ice cream at Waitrose or Sainsburys, exclusive coupons to use on Deliveroo and GoPuff, and a competition to win a table for 10 at Neverland in Fulham. Neverland will host the new “Ice Cream Van of Ice Cream Vans” from Häagen-Dazs, an experiential activation for consumers through August 29.
Taking inspiration from China, a country advanced in omnichannel activations and a localized approach, Häagen-Dazs is using the campaign to test its new marketing strategy, before replicating the bespoke activity in other major cities.
Jose Alves, Head of Marketing at Häagen-Dazs UK, said: “Häagen-Dazs is known for its bold and distinctive experiences that captivate consumers and inspire them to fully savor the present. Our new campaign embodies this philosophy, taking our marketing strategy to the next level while helping retailers maximize summer sale opportunities.
“We are testing the campaign in Wandsworth, a key target demographic for Häagen-Dazs, so we can measure success before rolling it out to other key cities. We work with key partners across the omnichannel to personalize and personalize our approach to ensure Häagen-Dazs is at the forefront while increasing distribution and ultimately unlocking moments of joy. even bigger.