Häagen-Dazs says ‘Hello, Australia’
After more than a decade away, Häagen-Dazs has returned to supermarkets in Australia with six varieties of ice cream.
The brand opened up a temporary pop-up store earlier this year, moving it to Melbourne and Sydney to give Australians a chance to get acquainted with Häagen-Dazs ice cream. With a strong food culture where dessert is king, it was important for the brand to stamp its luxury dessert credentials in a disruptive way.
The results of the #helloaustralia campaign proved that Australians were more than ready for Häagen-Dazs’ return to stores, in August.
Known as “The.Ultimäte.Tasting.,” up to four consumers at a time could meet with Häagen-Dazs “taste technicians” to help them define their flavor preferences. People then put together an ice cream creation with their favorite flavors.
During the pop-up stores’ seven-week run, 26,236 scoops of ice cream were eaten and 12,500 customers were served.
The pop-up stores were such a hit with ice cream lovers, that one will return to Melbourne on September 23 for a limited eight-week run.
For its national launch in Australia, Häagen-Dazs introduced five varieties of ice cream in pints as well as a mini-cup multi-pack. The five flavors include Vanilla, Belgian Chocolate, Macadamia Nut Brittle, Salted Caramel, and Strawberries & Cream.
A photo posted by Häagen-Dazs Australia (@haagendazsau) on
Plus, a national television campaign, staring actor Bradley Cooper, kicked off on September 4.
What’s your favorite Häagen-Dazs ice cream flavor?
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