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Häagen-Dazs has unveiled its latest campaign ‘Häagen-Dazs Flavour Club’, designed to “champion alternative entertainment during a busy summer of sport”

From 29 June to 12 August 2024, sports-free activations from the brand will appear in Manchester, London and Edinburgh, targetting Brits who aren’t as enthused by the upcoming sporting season.

The Flavour Club will offer a high-energy atmosphere that embodies the brand’s #Don’tHoldBack ethos, and mission to bring the joy to summer by focusing on scoops, not scores.

Bringing back its popular Disco Ice Cream Van, the experiences will feature DJ sets and entertainment performances each day, from drag queens to stand-up comedians to marching bands.

Consumers can also relax on Häagen-Dazs’ Field, where they can challenge friends to classic lawn games and kick back on picnic chairs to soak up the sun.

Flavour Club fans will also get the chance to sample the brand’s latest snack-size launch, Häagen-Dazs Bites.

Available in Salted Caramel and Chocolate, the brand said its Bites cater to a growing demand within the snacking segment for bite-size ice cream products, with the category seeing +69% sales growth over the past two years, according to Nielsen.

Häagen-Dazs’ popular mini cups will also be available in the UK’s favourite flavours.

Attendees can get their hands on sports-style merch, including limited edition Häagen-Dazs Flavour Club jerseys and scarves, available to purchase as a playful alternative to classic sportswear.

Nicole Whelan head of brand at Häagen-Dazs UK said: “We are thrilled to launch the Häagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour. Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Häagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice cream, creating a team that everyone can back, whilst bringing people together to create unforgettable summer memories.”

The campaign will be further supported through social activity and local targeted OOH across the UK, creating a strong occasion for retailers to amplify a premium ice cream selection in line with the seasonal activities.