Häagen-Dazs introduces Flavour Club for summer 2024

Häagen-Dazs has unveiled its latest experiential campaign, the Häagen-Dazs Flavour Club, designed to champion alternative entertainment during a busy summer of sport. From 29th June to 12th August, sports-free activations from the brand will appear in Manchester, London and Edinburgh to bring together Brits who aren’t as enthused by the upcoming sporting season.

The Flavour Club will offer a vibrant, 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 one-of-a-kind 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, Bites cater to a growing demand within the snacking segment for bite-size ice cream products, with the category seeing +69 per cent sales growth over the past two years . Moreover, bite-sized portions as a format have become the largest growing share of Snacking sales, with a +32 per cent increase in sales volume year on year, making Bites an ideal and indulgent treat for outdoors events across the season. 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.

“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," Nicole Whelan, Head of Brand at Häagen-Dazs UK. "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.