Objective
Increase consumer reception about the brand's ownable product quality.
Insight
People know Häagen-Dazs stands for high quality, but they don't know how our quality differentiates us from other brands.
Strategy
Update positioning and messaging to clearly communicate and reinforce brand's unmatched industry-leading quality.
Narrative
Launch 'Take Your Sweet Time' campaign to cue it's so good you need to slow down and savor, paired with specific ingredient stories.
Result
Top 2.8% 15s ad for creative effectiveness (System1 FaceTrace), new Cherry Collection product launch among the Top 15% in sales and repeat.
