TBWA\ London

76-80 Whitfield Street
London W1T 4EZ

020 7573 6666

• Talk
• About Us
• Our Work
• Our Clients
• Contact

• Search

Häagen-Dazs teams up with top chef Blumenthal

18\10\2007

Häagen-Dazs is hoping to enhance its status as a luxury, premium ice cream even further through a partnership with Heston Blumenthal, chef and proprietor of triple Michelin-starred restaurant The Fat Duck. Blumenthal is renowned for his scientific approach to food and this working collaboration will be a platform for “sharing ideas and (their) passion for luxury ice cream”.

The luxury ice cream sector is worth £94.8m and, according to IRI data, is growing at 15.8% (52 w/e 24 March 2007) driven by the current consumer desire to indulge. The partnership will be supported by a £5m marketing campaign, including TV advertising.

“I have been researching ice cream, its historic development and the numerous ways in which it is perceived and produced for many years and have continuously been astonished at the quality taste and texture that Häagen-Dazs has achieved. Häagen-Dazs ice cream is outstanding and testament to the craftsmanship and quality of ingredients used,” commented Blumenthal.

Häagen-Dazs also launched its latest limited edition ice cream last month, an exotic spring/summer flavour: Mango and Passion Fruit. This is available for six months, rrp £3.79 for a 500ml tub. Previous limited edition campaigns have been highly successful for the manufacturer, increasing brand sales by up to 40%.

Heston Blumenthal’s Häagen-Dazs Heaven

Author:

Aurelie Deleye

Tags:

food

häagen-dazs

pr

• © 2008 TBWA\London
• Privacy Policy
• Terms & Conditions