Häagen-Dazs is trialling what it claims is a “hyper-personalised” marketing campaign targeting residents of the London borough of Wandsworth, a key demographic target for the brand, before rolling it out nationwide.
At the heart of the strategy is a media takeover of the entire borough, running until August 9, which will see Häagen-Dazs ads run on billboards, shopping centre screens, digi-screens and kiosks, featuring a QR code and call to action to direct users to a bespoke online site.
The site will present a variety of offers to select from, including the option to claim a free pint of Häagen-Dazs ice cream in Waitrose or Sainsbury’s, exclusive coupons to use on Deliveroo and GoPuff, and a competition to win a table for 10 at Neverland in Fulham.
Neverland will host Häagen-Dazs’ new ‘Ice Cream Van of Ice Cream Vans’, an experiential consumer activation running until August 29.
Meanwhile, POS merchandising will run in over 100 independent retail stores in the borough, and a two-for-one promotion available in selected wholesalers. Waitrose Wandsworth will also receive a Häagen-Dazs refit, with POS merchandising and sampling in-store to encourage trial.
The brand is using the campaign to test this new strategy, before replicating the activity in other major cities.
Marketing manager Jose Alves said: “Häagen-Dazs is known for bold, distinctive experiences that captivate consumers into fully savouring the now. Our new campaign embodies this ethos, taking our marketing strategy to the next level whilst supporting retailers to maximise the summer sales opportunity.
“We’re trialling the campaign in Wandsworth, a key demographic target for Häagen-Dazs, so we can measure success before expanding to other key cities. We are working with key partners across the omnichannel to personalise and customise our approach to ensure Häagen-Dazs is front of mind while increasing distribution, and ultimately, unlocking even greater moments of joy.”
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